Planned Behavior Change: An Overview of the Diffusion of Innovations

According to renowned change theorist Everett Rogers, the purpose of the Cooperative Extension Service has been to change human behavior by disseminating research (1963) and today is “one of the world’s most successful change agencies" (2003, p. 391). The ability to facilitate behavior change among clientele is paramount to the success of Cooperative Extension. Clements stated: "Legislators agree that impact means behavior change" (1999, para. 4). This publication is designed to provide an overview of how the principles of diffusion can be applied to facilitate planned behavior change among Extension clientele.