What is trickle across theory?

Answer 1

Trickle across theory, also known as the horizontal diffusion theory, suggests that innovations or changes in practices spread among peers in a similar social or organizational level, rather than flowing from top to bottom or bottom to top. This theory emphasizes the role of social networks and interpersonal relationships in facilitating the adoption of new ideas. It contrasts with other diffusion theories that focus on hierarchical processes, highlighting the importance of collaboration and shared experiences among equals in the diffusion process.