Expert answer:Pick a Health Behavior/Issue that you believe is n
Solved by verified expert:Pick a Health Behavior/Issue that you believe is negatively impacting students in the Morgan community. ( 3-5 complete sentences) Develop an innovation that will improve this health issue. Explain each construct from the Diffusion of Innovation Theory and how this innovation will improve the issues for the Morgan Community. (7-10 complete sentences)
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Chapter 8
Diffusion of Innovation
In the beginning…
• Diffusion of Innovation is a communication
theory with its roots in rural sociology. It was
used to determine the effectiveness of different
methods of informing farmers about new
(innovative) farming practices.
• Research done in the 1940s on innovative hybrid
corn seed (a new farming practice) revealed that
farmers were not using it, even though it
produced more corn and would raise their
profits.
In the beginning…
• The explanation for the farmers’ slow adoption of
the new seed was that the spread and adoption
of an innovation is a social process that takes
time.
• Further research identified four main aspects of
diffusion: the innovation-decision process, the
role and source of the communication channel,
the adoption rate, and the characteristics of
people who adopt an innovation at the various
rates
Concept
• Theory Essence Sentence
– Behavior changes as innovations are adopted.
Constructs
• The innovation
• The channels through which it is communicated
• Time (innovation-decision process and adoption
curve)
• The social system.
• Diffusion is the process by which this takes place
The Innovation
• An innovation is something new or novel.
– Characteristics of an innovation that increases
the likelihood of adoption include:
• Relative advantage
• Compatibility
• Trialability
• Complexity
• Observability
The Innovation
• Relative advantage: better than what is already
available
• Compatibility: compatible with social norms and
values
• Trialability: trial on a limited basis
• Complexity: easy to use
• Observability: has observable results
Communication channels
• The communication channel is how an innovation
is diffused or spread through a society.
– Most rapid and effective means of diffusion is
through mass media
• Internet, television, newspapers, radio
Time–Innovation-Decision Process
• It takes time for a decision to be made to adopt
an innovation
– Steps in the decision process:
• knowledge
• persuasion
• decision
• implementation
• confirmation
Knowledge
• Before people can think about adopting
something new, they have to know it exists.
Persuasion
• People develop an attitude toward the
innovation once they have knowledge of it.
– They mentally “try it on” to see if they like the
idea or it or not.
Decision
• The decision to try an innovation depends on:
– Knowledge of the innovation
– Attitude toward innovation
• Knowledge + positive attitude usually leads to
trial, but not always
Implementation
• Implementation results in one of the following:
– adoption
– rejection
– or re-invention of the innovation
• If the trial implementation results are:
– Positive…. the innovation is adopted.
– Negative… the innovation is rejected.
– Mixed…… the innovation is modified.
Confirmation
• There is a need for others to confirm that the
decision to adopt or reject is a good one.
Time – Adoption Rate
• People tend to adopt innovations at a reasonably
predictable rate depending on certain
characteristics.
Time – Adoption Rate
• The following five categories reflect
characteristics and the amount of time it takes
for innovation adoption.
– Innovators
– early adopters
– early majority
– late majority
– laggards
Characteristics of Innovators
• Innovators tend to be:
― Risk takers
― Tech savvy
― Independent
― Change oriented
• They try everything as soon as possible.
Characteristics of Early Adopters
• Early Adopters tend to be:
―Community opinion leaders
―Well respected
―Role models
―Highly educated with high SES
• They have a complex network of friends and
colleagues and are very influential people.
Characteristics of the Early Majority
• The Early Majority tend to:
– be greatly influenced by opinion leaders and
the mass media
– adopt things over time
• Given the sheer number of people this
represents, when they begin to adopt an
innovation, it becomes mainstream.
Characteristics of the Late Majority
• The Late Majority tend to:
― question change
― have more modest financial resources
― wait until an innovation is an established
norm or for it to become a social or economic
necessity.
― be greatly influenced by their peers.
Characteristics of Laggards
• Laggards tend to be:
– conservative and traditional
– less educated with lower SES
– suspicious of innovation
– adverse to risk taking
– geographically mobile and detached from the
social environment
Characteristics of Laggards
• They wait until very late, even when it’s obvious
that the innovation is advantageous
Social System
• A social system can be individuals, an informal or
formal group of people, or organizations that are
interrelated and engaged in solving a joint
problem to accomplish a goal.
– Diffusion takes place through these social
systems
Class Activity
• Read the explanation of fecal occult blood testing on
pages 216-217 in your text.
• With this background and using the characteristics of
an innovation, what would an innovative method of
testing for fecal occult blood look like?
Theory in Action
• Read the following article on page 218 in your
text:
– Harden E, Moore A, & Melvin C. (2011).
Exploring perceptions of colorectal cancer and
fecal immunochemical testing among African
Americans in a North Carolina community.
Preventing Chronic Disease 2011;8(6):A134.
http://www.cdc.gov/pcd/issues/2011/nov/10_
0234.htm.
Chapter Activity Questions
1. How does FIT differ from FOBT in relation to the
characteristics of an innovation?
2. Were these characteristics among those that
your group identified?
3. What suggestions were given to increase the
likelihood of FIT adoption?
4. Other than the characteristics of the innovation,
what other factors were identified as being an
impediment to increasing colon cancer screening?
…
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