Social Marketing

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Research
Behavioral Science
Diffusion of Innovation (or how to define benefits that audiences care about)
To understand how new behaviors spread within a community, you can refer to the diffusion
of innovation theory. This model illustrates how social systems function and change, and how
communities and organizations can be activated. The theory states that an “innovation” — be
it technology or a new behavior — spreads among different parts of the community beginning
with “early adopters” (people who always like to try new things) and moving to “late adopters”
(who are resistant to change). In this process, opinion leaders are a key element in communication
about innovation. The diffusion model also calls for paying attention to the characteristics
of the innovation, such as:
• The relative advantage of the product (CFLs are more attractive than the old light bulbs.)
• Product compatibility with current beliefs or behaviors (I love the earth so I buy efficient
lighting products.)
• How complex it is (I can’t figure out how to use the CFL in my lamp.)
• How easily it can be tried out (I got a free sample that I’m trying.)
• The benefits can be observed (I skid to a stop, and my child wasn’t hurt.)
• The impact of relevant information (the local paper had a story about ways to save energy
and I decided to try some of the ideas.)
Spotlight on Social Marketing
Projects
This conservation and economic
development project in the Philippines
reduced damage to delicate coral reefs
by educating local fisherman about
how to use PDAs for order-taking.
Partner: USAID