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Diffusion of Innovation (DOI) Theory

When designing a practice change, it is crucial to utilize an appropriate change model to ensure the effectiveness of the process. Change theories can help in a myriad of ways. For instance, a relevant model is beneficial for planning future change by identifying the critical stages to achieve success (Batras et al., 2016). Second, an appropriate theoretical framework helps to evaluate project outcomes (Batras et al., 2016). Ultimately, change model use saves time and resources, as it prevents errors.

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I considered several theories for designing my capstone project. Initially, I considered utilizing Lewin’s change model, as it is a basic model that has been used successfully for over half a century (Batras et al. 2016). However, after further consideration, it was decided to use Rogers’ Diffusion of Innovation (DOI) theory, which is a modified version of Lewin’s model. DOI is one of the oldest social science theories and is still being used extensively by various organizations. DOI aims at understanding how a change can be effectively disseminated or diffused. In 1962, E. M. Rogers identified five types of people, depending on their readiness to adopt change (Lien & Jiang, 2017). The order of categories to accept innovation are innovators (2.5%), early adaptors (13.5%), early majority (34%), late majority (34%), and laggards (Lien & Jiang, 2017). According to DOI, there are four crucial steps to effective adoption of new practices: awareness, decision to adopt or reject, initial use, and continuous use (Lien & Jiang, 2017). The model has proved its effectiveness in different projects. For instance, the utilization of the theory reduced the prevalence of tobacco smoking in Australia, from 40% to 15.9% in less than thirty years (Lien & Jiang, 2017). In short, DOI is expected to be beneficial for planning and implementing my capstone project.


Batras, D., Duff, C., & Smith, B. J. (2016). Organizational change theory: Implications for health promotion practice. Health Promotion International, 31(1), 231-241.

Lien, A., & Jiang, Y. (2017). Integration of diffusion of innovation theory into diabetes care. Journal of Diabetes Investigation, 8(3), 259-260. Web.

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