Dearing James W, Maibach Edward W, Buller David B
Clinical Research Unit, Kaiser Permanente of Colorado, Denver, Colorado, USA.
Am J Prev Med. 2006 Oct;31(4 Suppl):S11-23. doi: 10.1016/j.amepre.2006.06.018.
Approaches from diffusion of innovations and social marketing are used here to propose efficient means to promote and enhance the dissemination of evidence-based physical activity programs. While both approaches have traditionally been conceptualized as top-down, center-to-periphery, centralized efforts at social change, their operational methods have usually differed. The operational methods of diffusion theory have a strong relational emphasis, while the operational methods of social marketing have a strong transactional emphasis. Here, we argue for a convergence of diffusion of innovation and social marketing principles to stimulate the efficient dissemination of proven-effective programs. In general terms, we are encouraging a focus on societal sectors as a logical and efficient means for enhancing the impact of dissemination efforts. This requires an understanding of complex organizations and the functional roles played by different individuals in such organizations. In specific terms, ten principles are provided for working effectively within societal sectors and enhancing user involvement in the processes of adoption and implementation.
本文采用创新扩散和社会营销的方法，提出促进和加强循证体育活动计划传播的有效手段。虽然这两种方法传统上都被概念化为自上而下、从中心到外围的社会变革集中努力，但其运作方式通常有所不同。创新扩散理论的运作方式强调关系，而社会营销的运作方式强调交易。在此，我们主张将创新扩散和社会营销原则相结合，以促进行之有效的项目的高效传播。总体而言，我们鼓励将重点放在社会部门，将其作为增强传播努力影响的合理且有效的手段。这需要了解复杂的组织以及不同个体在这类组织中所扮演的职能角色。具体而言，提供了十条原则，以在社会部门内有效开展工作，并提高用户在采用和实施过程中的参与度。
