Health Behavior and Health Education
theory, research, and practice
theory, research, and practice
Foundational Concepts and Stages of Diffusion
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
Communication Channels - means by which messages are spread, including mass media, interpersonal channels, and electronic communications
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
Innovation Development - all the decisions and activities (and their impacts) that occur from the early stage of an idea to its development and production
Adoption - uptake of the program or innovation by the target audience
Implementation - the active, planned efforts to implement and innovation within a defined setting
Maintenance - the ongoing use of an innovation over time
Sustainability - the degree to which an innovation or program of change is continued after initial resources are expended
Institutionalization - incorporation of the program into the routines of an organization or broader policy and legislation
Important Factors in the Diffusion Process
Characteristics of Innovations
Relative advantage - is the innovation better than what was there before?
Compatibility - does the innovation fit with the intended audience?
Complexity - is the innovation easy to use?
Trialability - can the innovation be tried before making a decision to adopt?
Observability - are the results of the innovation visible and easily measurable?
Important Factors in the Diffusion Process
Characteristics of Individuals
Five adopter categories:
Important Factors in the Diffusion Process
Features of the Setting
The decision process can be influenced by many different features of settings and organizations.