Forty Years of Diffusion of Innovations: Utility and Value in Public Health

Haider, M., & Kreps, G. (2004). Forty years of diffusion of innovations: Utility and value in public health. Journal of Health Communication, 9(Suppl1), 3-11.
This special issue of the Journal of Health Communication (Vol 9[1]) is created to mark the 40th anniversary of Diffusion of Innovations (DOI) model. Diffusion is the process thro…

Diffusion of Innovations in Service Organizations: Systematic Review and Recommendations

Greenhalgh, T., Robert, G., MacFarlane, F., Bate, P., & Kyriakidou, O. (2004). Diffusion of innovations in service organizations: Systematic review and recommendations. Milbank Quarterly, 82(4), 581-629.
This article summarizes an extensive literature review addressing the question of how to spread and sustain innovations in health service delivery and organization. It considers b…

The Social Diffusion of Influence among Adolescents: Group Interaction in a Chat Room Environment about Antidrug Advertisements

David, C., Cappella, J., & Fishbein, M. (2006). The social diffusion of influence among adolescents: Group interaction in a chat room environment about antidrug advertisements. Communication Theory, 16(1), 118-140.
One route to influence in mass communication campaigns to reduce risky behavior is through interpersonal discussion of the content of the campaign and other behaviors pertinent to…

Diffusion of Innovations and HIV/AIDS

Bertrand, J. (2004). Diffusion of Innovations and HIV/AIDS. Journal of Health Communication, 9(Suppl1), 113-121.
As the HIV/AIDS epidemic continues its relentless spread in many parts of the world, DOI provides a useful framework for analyzing the difficulties in achieving behavior change ne…

Diffusion of Innovations: A World Tour

Barker, K. (2004). Diffusion of Innovations: A World Tour. Journal of Health Communication, 9(Suppl1), 131-137.
This contribution to the 40th Anniversary celebration of the Diffusion of Innovations Theory discusses three health communication projects which applied the tenets of Diffusion of…

Diffusion of Innovations Theory for Alcohol, Tobacco, and Drugs

Sharma, M., & Kanekar, A. (2008). Diffusion of innovations theory for alcohol, tobacco, and drugs. Journal of Alcohol and Drug Education, 52(1), 3-7.
The hallmark of diffusion of innovations theory is that it deals with dissemination of new ideas and adoption by people in a systematic manner. Diffusion of innovations theory is …

Cohabitation in the United States and Britain: Demography, Kinship, and the Future

Seltzer, J. (2004). Cohabitation in the United States and Britain: Demography, kinship, and the future. Journal of Marriage and Family, 66(4), 921-928.
Cohabitation is a rapidly changing aspect of family life in the United States and Britain. This article describes the demography of cohabitation, considers the place of cohabitati…

Intermedia Processes in the Adoption of Tobacco Control Activities among Opinion Leaders in California

Schuster, D., Valente, T., Skara, S., Wenten, M., Unger, J., Cruz, T., et al. (2006). Intermedia processes in the adoption of tobacco control activities among opinion leaders in California. Communication Theory, 16(1), 91-117.
This study uses the Diffusion of Innovations Theory to examine the role of mass media-generated interpersonal communication in the adoption of antitobacco norms among opinion lead…

The Roles Performed by Peer Educators during Outreach among Heroin Addicts in India: Ethnographic Insights

Dhand, A. (2006). The roles performed by peer educators during outreach among heroin addicts in India: Ethnographic insights. Social Science & Medicine, 63(10), 2674-2685.
Peer-based outreach is a popular strategy in which former or current drug addicts are employed as peer educators to contact and educate out-of-treatment addicts. This study examin…

School Climate and Teachers? Beliefs and Attitudes Associated with Implementation of the Positive Action Program: A Diffusion of Innovations Model

Beets, M., Flay, B., Vuchinich, S., Acock, A., Li, K., & Allred, C. (2008). School climate and teachers? Beliefs and attitudes associated with implementation of the positive action program: A diffusion of innovations model. Prevention Science, 9(4), 264-275.
Teacher- and school-level factors influence the fidelity of implementation of school-based prevention and social character and development (SACD) programs. Using a diffusion of in…
Site Courtesy of
McKenzie-Mohr & Associates

Expertise in Community-Based Social Marketing