Diffusion Model

Theory Summary:

Communication Channels

PRIOR CONDITIONS

1. Previous practice

2. Felt needs/problems

3. Innovativeness

4. Norms of the social systems

Perceived Characteristics of the Innovation

1. Relative Advantage

2. Commpatibility

3. Complexity

4. Trialability

5. Observability

Characteristics of the Decision-Making Unit:

1. Socioeconomic characteristics

2. Personality variables

3. Communication behaviour

Source:

'Communication and Community Development for Health Information: Constructs and Models for Evaluation' by John E. Bowes, Review prepared for the National Network of Libraries of Medicine, Pacific Northwest Region, Seattle, December 1997. Contact Jbowes@u.washington.edu