Adoption - uptake of the program or innovation by the target audience

Communication Channels - means by which messages are spread, including mass media, interpersonal channels, and electronic communications

Compatibility - innovations that are compatible with the intended users' values, norms, beliefs and perceived needs are more likely to be adopted

Complexity - innovations that are perceived as easy to use are more readily adopted

Diffusion - the process by which an innovation is communicated through certain channels over time among members of a social system

Dissemination - planned, systematic efforts to maximize the reach and adoption of new programs, strategies, or policies

Innovation - an idea, practice or object that is perceived as new by an individual or other unit of adoption

Innovation Development - all the decisions and activities (and their impacts) that occur from the early stage of an idea to its development and production

Implementation - the active, planned efforts to implement and innovation within a defined setting

Observability - adoption is easier if the benefits of the innovation are identifiable and visible

Relative advantage - adoption of an innovation will only take place if the idea, product, or program it supersedes

Social System - set of interrelated units that are engaged in joint problem solving to accomplish a common goal. Social systems have structure, including norms and leadership

Trialability - innovations will be adopted and assimilated more easily if intended users can try them first