Diffusion
of Innovation Theory
Diffusion
of innovation theory explains this process and identifies the
most effective ways of encouraging people to adopt innovations.
An innovation
is a new idea, practice or product (for example, the Internet
was an innovation about ten years ago; health-related practices
such as jogging were once viewed as innovations). Diffusion is
the process by which a new idea, practice or product gains acceptance
in a community or throughout society.
Research has
consistently shown that people are more likely to adopt innovations,
including health-related practices, if they are:
compatible
with their needs
flexible enough
to be used in a variety of situations
reversible
if people want to return to previous practices
advantageous
when compared with alternatives
simple enough
for people to understand and adopt
cost efficient,
with the perceived benefits outweighing the costs
