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Step 3: Developing Strategies – Social Diffusion
Social Diffusion: Speeding the Adoption of New Behaviors
From: Fostering Sustainable Behavior
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Both the mundane and important decisions of our lives are strongly affected by a process known as social diffusion or diffusion of innovations. In contrast with what nonpersonal sources of information, such as brochures or advertising, conversations that we have with others, and particularly with those whom we trust and perceive as similar to ourselves, have an inordinate influence.
Contributors
Doug McKenzie-Mohr
Dr. Doug McKenzie-Mohr, an environmental psychologist, is the founder of community-based social marketing, and his best-selling book, Fostering Sustainable Behavior: An Introduction to Community-Based Social Marketing, has become requisite reading for those who deliver programs to promote sustainable behavior. He has worked internationally with a diverse array of governmental and nongovernmental agencies, assisting them in identifying the barriers to behavior change and in developing and evaluating communitybased social marketing initiatives to overcome these barriers. He has served as an advisor for Canada’s public education efforts on climate change, as the coordinator of the international organization, Holis: The Society for a Sustainable Future, and as a member of Canada’s National Round Table on the Environment and the Economy. He is a former Professor of Psychology at St. Thomas University in New Brunswick, Canada where he co-coordinated the Environment and Society program. More than 50,000 program managers have attended workshops on community-based social marketing that he has delivered internationally.
