"The process by which innovations spread to the members of a social system over time. Usually concerned with messages that are NEW ideas. Follows primary message from the sender" (Lindsay's lecture notes). In other words, how media defuses through a society/culture.

Terms (MIPI): Message delivery, Interpersonal message diffusion, Preventative message innovation, Incremental innovation

this is the first instance of the message; the primary message from sender, e.g., in our research article, the door-to-door message and dropping of flyers

follows the primary message from sender (message delivery) and is communicated from person to person, i.e., receivers become senders too, e.g., in our research article, people spreading the word about the door-to-door message and flyers

if you adopt this now you will not lose something in the future, e.g., seatbelt, contraceptive, etc.

you adopt this now for some possible increase in desire value, e.g., investment, looks, and etc. This is the more effective than preventative innovation.

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