THE RISE OF CBD OIL

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The Diffusion of Innovation Theory was developed by E.M. Rogers in 1962, and it stands as one of the oldest social science theories. The Diffusion Theory began to explain how, over a certain period of time, an ideology spreads through a population. At the end of the process of diffusion, is people adopting a new idea, behavior, or product. Diffusion is made possible by a person perceiving the idea, behavior, or product as new and innovative. This way, they adopt it and spread it to their social system. 


Some examples of Diffusion Theory might by purchasing a new product or acquiring and performing a new behavior. 


I decided to dive into how Diffusion Theory paved the way for CBD oil to boom in the most recent years.  


CBD oil began as a product for (excuse my language), stoners. People viewed the tiny tinters of hemp oil as a product for getting high, without knowing CBD actually contains little to no THC, the astringent that has effects on the brain. Fast forward a few years and Mandy Moore is applying CBD oil, in the form of cream, to her heels before attending the Golden Globes. Mentioning on-screen how she would be “floating” this year due to the CBD product. And then months later, Dr. Oz endorsing the product as a “medicine” that “could help a lot of people.” CBD is now widely accepted as not a product for stoners, but a product that millennials are using as a way to cope with anxiety, stress, chronic pain, depression, and a wide variety of other symptoms. 


“Right now, CBD is the chemical equivalent to Bitcoin in 2016.” -Jason LeDand


But Jason LeDand failed in this quote to realize that CBD, since 2018 when he made this statement, has boomed. Transcending amount all generations, helping veterans with PTSD, saving seniors from chronic pain. And still, it continues to adapt and innovate into new products (face creams, foot scrubs, capsules, etc.) The Diffusion Theory is highly relevant here with CBD oil. People began to adopt the idea that CBD might be a miracle drug and not a psychedelic drug. Celebrities made it a high profile (and expensive commodity), allowing the idea to spread. Now, CBD oil is relatively inexpensive and pretty easy to come by. It spread through populations and caused a change of attitude because people saw it as a new and innovative product. 


7 Benefits and Uses of CBD Oil (Plus Side Effects)






Sources:


https://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/BehavioralChangeTheories/BehavioralChangeTheories4.html 


https://www.nytimes.com/2018/10/27/style/cbd-benefits.html

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