Research suggests that some types of knowledge are more motivating than others. Rogers refers to "awareness" knowledge as the kind that captures people's attention, increases awareness, and enhances motivation, whereas "how-to" knowledge is the kind people need when they are already motivated.

Question

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Rogers' diffusion of innovations theory distinguishes between "awareness" knowledge, which sparks interest and motivation, and "how-to" knowledge, which is practical and needed once motivation is established.

Research Suggests That Some Types of Knowledge Are More Motivating