Surges vs. Waves: Presidents, Popularity, and the Diffusion of Conditional Cash Transfers in Latin America

Conditional cash transfers (CCTs) are a striking case of policy diffusion in Latin America. Almost all countries in the region adopted the model within one decade. While most theories of diffusion focus on the international transference of ideas, this article explains that surge of adoptions by analyzing presidents’ expectations. Out of all ideas transmitted into a country, only a few find their way into enactment and implementation, and the executive has a key role in selecting which ones. Policies expected to boost presidents’ popularity grab their attention. They rapidly enact and implement these models. A process-tracing analysis comparing CCTs and public-private partnerships (PPPs) shows that presidents fast-tracked CCTs hoping for an increase in popular support. Adoptions of PPPs, however, followed normal procedures and careful deliberations because the policy was not expected to quickly affect popularity—which, in the aggregate, leads to a slower diffusion wave.