Nutrition and Health Sciences, Department of


Date of this Version



Published in Consumer Behavior in the Health Marketplace: A Symposium Proceedings, Ian M. Newman, Editor, Nebraska Center for Health Education & University of Nebraska-Lincoln, 1976.


Whenever I am called upon to make prescriptive statements to a group which can't easily hold me accountable for the consequences, I am always reminded of the story of the chicken and the pig. For those of you who aren't familiar with the story, a chicken and a pig were walking down the street one day and came upon a restaurant that had a big sign in the window, "Special Today: Bacon and Eggs." The chicken got all excited and said, "Isn't that great, they are featuring us together." The pig looked kind of dour and said, "That's okay for you, for you it's a contribution; for me it's a total commitment."

I am very pleased to be here to contribute some ideas which are evolving in the innovation diffusion and planned change areas. These ideas have important implications for anyone concerned with introducing new information or diffusing new behaviors among some particular target group.