Show Less
Restricted access

Health Communication Research Measures


Edited By Do Kyun Kim and James W. Dearing

This volume presents state-of-the-art reporting on how to measure many of the key variables in health communication. While the focus is on quantitative measures, the editors argue that these measures are centrally important to the study of health communication. The chapters emphasize constructs, scales, and up-to-date reports and evidence about key social science constructs and ways of measuring them, whether your interest is in patient-provider dyadic communication, uncertainty management, self-efficacy, disclosure, social norms, social support, risk perception, health care team performance, message design and effects, health and numerical literacy, communication satisfaction, social influence and persuasion, stigma, health campaigns, reactance, or other topics. Students, researchers, and policymakers will find this book an accessible resource for planning and reviewing research studies and proposals.
Show Summary Details
Restricted access

13. Perceived Attributes of Innovations


← 126 | 127 →

13. Perceived Attributes of Innovations

DO KYUN KIM,University of Louisiana At Lafayette& JAMES W. DEARING,Michigan State University

Research about the diffusion of innovations investigates the determinants of the adoption of an idea, practice, program, technology, or object by an individual, organization, or social system, and other issues such as the role of social influence on adoption, imitative behavior, the fidelity of implementation of innovations, the quality of adaptations made by implementers, and sustained use of innovations, and the unintended consequences of diffusion processes (Rogers, 2003). The diffusion model forms a part of the basis for dissemination and implementation science, a particular recent emphasis by researchers in public health (Brownson, Colditz, & Proctor, 2012) and health care (Berwick, 2003). The parameters of diffusion research are expansive. Diffusion study is conducted by researchers in international development, sociology, management and marketing, political science, education, agriculture, public health and health services, as well as communication and its related fields of journalism, telecommunication, and new media studies.

Health communication researchers studying diffusion have tended to focus either on public health campaigns where individuals at risk are the potential adopters of a message and its related behavioral actions (such as how mothers can correctly fasten mosquito nets over beds to reduce cases of malaria among infants and the elderly), or efforts to encourage medical staff to adopt evidence-based practices in clinical settings (for example to reduce the percent of infections contracted...

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.