Overcoming Individual Blame Bias

• Researchers should seek alternatives to using individuals as their sole units of analysis. They should explore network links to find out how information flows in the system. Researchers should keep an open mind about the causes of a social problem and should guard against accepting change agencies’ definitions of diffusion problems, which tend to be in terms of individual-blame. Social and communication structural variables, as well as intra-individual variables, should be incorporated.

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