Early Adopters in the Diffusion of an Hiv/Aids Public Health Innovation in a Developing Country

Public demonstration by early adopters of innovation benefits tends to reduce consumer resistance to HIV/AIDS public health innovations. However, elevated stigmatization, bifurcated culture, gender power relations and poverty make such public displays hard to enact in developing countries. To learn more about this difficult context for diffusion of a public health innovation, we investigate early adopters who act as public spokes-models of HIV/AIDS Positive Living in Botswana. With limited institutional support these consumers create and enact multiple roles, such as buddy, lay educator, support group member/leader and social entrepreneur. Analysis of these highly committed courageous individuals expands our understanding of the requisite personal qualities, capacities and roles of early adopters of HIV/AIDS public health innovations in developing countries.


Marylouise Caldwell and Ingeborg Kleppe (2010) ,"Early Adopters in the Diffusion of an Hiv/Aids Public Health Innovation in a Developing Country", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 326-332 .


Marylouise Caldwell, University of Sydney, Australia
Ingeborg Kleppe, Norwegian School of Economics and Business, Norway


NA - Advances in Consumer Research Volume 37 | 2010

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