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Addict Behav. 2002 Nov-Dec;27(6):989-93.

Diffusion of preventive innovations.

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Department of Communication and Journalism, University of New Mexico, Albuquerque, NM 87131-1171, USA.


The present paper draws on the diffusion of innovations model to derive a series of strategies for speeding up the spread and implementation of new ideas in preventing addiction. Preventive innovations usually require an action at one point in time in order to avoid an unwanted future condition. Hence, preventive innovations diffuse rather slowly, in part due to delayed rewards from adoption. Here we suggest five strategies, based on diffusion theory, for speeding up the diffusion of preventive innovations.

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