Diffusion of Innovation Theory explains how
ideas are communicated throughout a social system
and the degree in which new ideas are adopted.
Individuals adopt new ideas at different rates. The
spread of an idea is highly predicted by the
perception of the idea's relative advantage, compat-
ibility, complexity, trialability, and observability.
Communication within a social system is also
important. The stigma media message should
contain clear ideas that are beneficial, relevant, and
simple to understand and perform from the potential
adopter's perspective to maximize adoption of an
idea. Results of the intervention should also be
visible. Early adopters (local leaders and individuals
who are sociallywell connected) aremost critical for
spread (Rogers, 2003). Thus, interventions should
be directed at early adopters first.