Social Behavior-Lecture 5

 Diffusion(扩散，传播) of Innovations

---

之前所学习的理论多用于预测健康行为，但如何促进(spread)健康行为(especially new)呢？(No subjective norms,No observational learning)

学习重点：DOI理论的组成要素；实践过程；影响因素；具体应用。

---

Diffusion of Innovation Theory(DOI)

举例：维生素C与坏血病，经过256年才得到传播

Issue Concepts-->Practice：Too long for proven; not implement in other setting; less become routine practice.

---

Definitions:

· Diffusion:process (an innovation is communicated through certain channels over time among the members of a social system).

· Dissemination: Planned, systematic efforts designed to make a program or innovation (more widely available to a target audience or members of a social system).

Diffusion is the direct or indirect outcome of dissemination.

---

Elements:

1. Innovation: An idea, practice, or object that is perceived as new by an individual.

    Factors that influence adoption of an innovation:

    · Relative Advantage: an innovation is better

    · Compatibility: consistent with the values,experience, and needs of the potential adopters.

    · Complexity:

    · Triablity:

    · Observability:

  

2. Communication channels

3. Social System: 

4. Time

· Innovation-decision process : Knowledge Persuasion Decision Implementation Confirmation 

· Innovativeness of an individual: Innovators, Early adopters, Early majority, Late majority, Laggards.

· Rate of adoption: