WORKSITE HEALTH PROMOTION/DISEASE PREVENTION: A STUDY IN THE DIFFUSION OF INNOVATION

                        DAVIS, MARY FOECKE; DPA

                        UNIVERSITY OF COLORADO AT DENVER GRADUATE SCHOOL OF PUBLIC AFFAIRS, 1985

                        HEALTH SCIENCES, PUBLIC HEALTH (0573); HEALTH SCIENCES, EDUCATION (0350)
 

                         The purpose of this study was to examine the process and the variables related to the adoption of
                         innovative health programs by organizations. The study utilized diffusion theory as the conceptual
                         framework and focused on the adoption/non-adoption of worksite health promotion/disease prevention
                         (hp/dp) programs. Twelve companies which had adopted hp/dp programs (adopters) were studied along
                         with 12 companies which did not adopt such programs (non-adopters). Personal interviews, following a
                         guided interview format, were conducted with a total of 58 persons. The study explored conditions,
                         attitudes and practices existing in companies at the time of the decision to adopt or not adopt an hp/dp
                         program. Selected hypotheses suggested by diffusion theory were tested. Information from the
                         interviews was coded and analyzed using discriminant analysis. A number of variables suggested by
                         diffusion theory predicted adoption/non-adoption of hp/dp programs. Explanatory variables derived from
                         the rational/economic, behavioral, and systems perspectives of diffusion. Programs were more likely to
                         develop in response to a perceived opportunity than in response to a perceived threat. A convergence
                         of internal and external factors resulted in initial interest in hp/dp. Finances, employee benefits, and
                         company philosophy vis-a-vis responsibility for employees were common criteria used in the decision
                         process. When finances became the major criterion, it was unlikely that a company would adopt a
                         program. Programs were likely to occur only in companies where management was actively supportive,
                         had a humanistic philosophy, and espoused expanded responsibility for employees. The majority of
                         variables positively associated with hp/dp programs are likely to change only over a long period of time.
                         Exposure to model programs, however, offers a mechanism for intervention. These findings suggest
                         that proponents of hp/dp can effectively identify companies likely to adopt programs and develop
                         effective policy and programmatic efforts. Hypotheses were identified for further study.

 


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