heterophily

This negative association, called heterophily, is illustrated by the adage "opposites attract," Fowler said.

Yahoo! News: Business - Opinion 2011

* This concept and its opposite, heterophily, were first called to scientific attention by Lazarsfeld and Merton 1964.

Diffusion of Innovations Everett M. Rogers 1995

A change agent aide who has previously adopted an innovation that he or she is promoting approaches an ideal combination of homophily/heterophily and of competence credibility/source credibility.

Diffusion of Innovations Everett M. Rogers 1995

As previously defined see Chapter 8, homophily is the degree to which pairs of individuals who interact are similar, and heterophily is the degree to which they differ.

Diffusion of Innovations Everett M. Rogers 1995

If the interpersonal networks in a system were characterized by a high degree of heterophily, a change agent could concentrate attention on only a few opinion leaders near the top in social status and innovativeness.

Diffusion of Innovations Everett M. Rogers 1995

But if opinion leaders are too much more innovative than the average client, the heterophily that formerly existed between the change agent and his or her clients now exists between the opinion leaders and their followers.

Diffusion of Innovations Everett M. Rogers 1995

Who-to-whom network studies generally find that space and social distance that is, heterophily/homophily are the main determinants of who talks to whom in diffusion networks.

Diffusion of Innovations Everett M. Rogers 1995

Another distinctive aspect of diffusion as a subfield of communication is that some degree of heterophily is present.

Diffusion of Innovations Everett M. Rogers 1995

The problems of change agent-client heterophily are illustrated by an analysis of the ineffective diffusion of family planning ideas from welfare workers to their clients in a city in Tennessee Placek, 1975.

Diffusion of Innovations Everett M. Rogers 1995

A spanable social distance across each interface between components in the technology transfer system, in which the social distance heterophily reflects levels of professionalism, formal education, technical expertise, and specialization.

Diffusion of Innovations Everett M. Rogers 1995