Community type and the diffusion of campaign information

Datos Bibliográficos

ID9848657
AutoresK Viswanath (0000-0002-4795-5803, The Ohio State University, autor de correspondencia), John R Finnegan (0000-0002-2848-5025, The Ohio State University), James K Hertog (The Ohio State University), James Hertog (The Ohio State University), Phyllis L Pirie (The Ohio State University), Phyllis Pirie (The Ohio State University), David M Murray (0000-0003-0797-9269, The Ohio State University)
Año1995
Volumen54
Número1
Páginas39-59
Fecha de publicación1995-08-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaGazette (Leiden Netherlands (JOURNAL)
Identificadores de la revistaISSN: 0016-5492 • E-ISSN: 1460-3594
EditorialSAGE Publications (PUBLISHER • US)
DOI10.1177/001654929505400103
OpenAlexW1967707142
IdiomaEN
Citas recibidas5
Referencias citadas39

This study explored the role of community pluralism in the diffusion of information. More specifically, this paperused community pluralism as a contextual variable in studying the mediating impact of SES variables on program awareness and name recall of a cardiovascular disease (CVD) prevention program in three communities of differing complexity. Data for this study came from 14 surveys over a period of five years. The study found that program awareness and name recall diffused more slowly in the more pluralistic communities compared to the less pluralistic communities. This effect was more pronounced for program name recall than program awareness. We also found that social structure mediates the impact of SES variables on the flow of information. Implications of the findings for future study of diffusion research as well as for purposive campaigns are discussed

Cognitive psychology · Epistemology · Pluralism (philosophy · Recall · Statistics · Variables · Mathematics · Nonprofit Sector and Volunteering · Psychology · Social Capital and Networks · Social Media and Politics · Social Psychology