AIDSQuest: The HIV/AIDS Survey Library
Behavioral and Social Theories Commonly Used
in HIV Research

B. Diffusion of Innovation Theory

Credited to Everett Rogers, the Diffusion of Innovation Theory explains how a new idea—condom use, for example—is spread throughout the population. It is based on five attributes of innovation:

1. Its relative advantage.

2. Compatibility with existing values.

3. Complexity—degree to which it can be effected.

4. Triability—degree to which it can be experimented with.

5. Observability—degree to which the results of the innovation are observable by others.

Interventions using this theory take into account four elements: the innovation, the communication channel, the social system, and time. If enough key leaders adopt the desired behavior—such as remaining faithful to a spouse—a new norm can be established in the community and can thus be disseminated widely through the social networks and thereby have a better chance of being adopted by the community.

Rogers, Everett. 2000. “Diffusion theory: A theoretical approach to promote community-level change,” in J.L. Peterson and R.J. DiClemente (eds.) Handbook of HIV Prevention. New York: Kluwer Academic/Plenum Publishers, pp. 57–65.