Full Citation

Wilson, P. M., Petticrew, M., Calnan, M. W., & Nazareth, I. (2010). Disseminating research findings: what should researchers do? A systematic scoping review of conceptual frameworks. Implementation Science : IS, 5(1), 91. http://doi.org/10.1186/1748-5908-5-91

Summary

Wilson et al. performed an extensive survey of conceptual dissemination frameworks in health sciences and social sciences. Of the 33 included frameworks that were deemed detailed enough to be actually used in practice, 28 were either implicitly or explicitly based on one or more of three theories: persuasive communication, diffusion of innovation and social marketing.

• Persuasive communication, the most popular theoretical approach in this study is based on the Communication-Persuasion Matrix (McGuire 2001, closed access). The matrix describes the process of being persuaded; it consists of five input communication factors and twelve output persuasion steps. The five input factors, which have an impact on the success of the communication, are: source, channel, message, audience, and setting. Frameworks that build on this approach encompass 3-5 of these factors.
• Diffusion of innovation (Rogers 1962, closed access) is the second most popular theory. According to Wilson et al., diffusion of innovation “offers a theory of how, why, and at what rate practices or innovations spread through defined populations and social systems. The theory proposes that there are intrinsic characteristics of new ideas or innovations that determine their rate of adoption and that actual uptake occurs over time via a five-phase innovation-decision process (knowledge, persuasion, decision, implementation, and confirmation). The included frameworks are focused on the knowledge and persuasion stages of the innovation-decision process”
• Social marketing (Kotler and Zaltman 1971) also underpinned a number of studies; it represents an approach to planned social change, in which marketing concepts are applied to the problem of promoting social causes. It is defined as “the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution, and marketing research.”

Access

Gold

Link

https://implementationscience.biomedcentral.com/articles/10.1186/1748-5908-5-91