“…This model emphasizes that innovators or early adopters may serve as role models for other members of a social system and influence other members’ adoption of the innovation. The DIT has been used to conceptualize studies that investigate how cancer-related behaviors spread through members of society and to identify factors associated with the early adoption of cancer screening (e.g., Hahm, Park, Lee, Park, & Park, 2011; Tessaro et al, 2013). Based on this perspective, our study explored whether cosmetologists are in a position to deliver cervical cancer–related information to the community by first adopting cancer-related messages and then sharing them with their customers.…”