Accelerating the diffusion of innovations using opinion leaders

Theory on the diffusion of innovations has been used to study the spread of new ideas and practices for over 50 years in a wide variety of settings. M ost studies have been retrospective, and most have neglected to collect inf ormation on interpersonal communication networks. In addition, few have att empted to use the lessons from diffusion research to accelerate the diffusi on of innovations. This article outlines a method to accelerate the diffusi on of innovations using opinion leaders. The authors present their optimal matching procedure and report on computer simulations that show how much fa ster diffusion occurs when initiated by opinion leaders. Limitations and ex tensions of the model are discussed.