Diffusion theory: A review and test of a conceptual model in information diffusion

The purpose of this study was to test diffusion theory in a study of the awareness, use, and diffusion of an innovation in a job environment of the working poor. In order to apply the theory, a modification of the definition of innovation was necessary. The innovation in this study was information, specifically, job information. The sample consisted of 50 women who had temporary employment as part of their enrollment in an urban Comprehensive Employment and Training Act (CETA) program. Findings revealed (1) some aspects of models of diffusion were more prominent than others in a study where the innovation is information, and (2) linkages could be made between models to give a clearer picture of the diffusion of job information.