Diffusion of Innovations Model

Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary


The diffusion of innovations model explains why some, but not other, innovations are taken up widely and rapidly in a social system. By some counts, the diffusion of innovations model is the most cited communication theory. This entry summarizes the diffusion of innovations model, including its historical development, core concepts, and theoretical propositions. The entry reviews key concepts such as innovations' attributes, adopter categories, opinion leadership, communication channels, and reinvention, and illustrates them with examples from health communication research. The entry concludes with major criticisms of the theory and its research paradigm.
Original languageAmerican English
Title of host publicationThe International Encyclopedia of Health Communication
EditorsEvelyn Ho, Carma Bylund, Julia van Weert
StatePublished - Sep 29 2022


  • Diffusion of innovations
  • Dissemination
  • Opinion leaders
  • Innovation adoption


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