🌾 Diffusion and Adoption of Innovation
Study diffusion of innovations, innovation attributes, communication channels, innovation-decision process, and adopter categories.
Agricultural extension is not only about sending messages. It is about how new ideas spread through communities and how individuals finally decide to accept or reject them. This wider process is explained through the concepts of diffusion and adoption of innovation.
Meaning of Diffusion
Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.
It is a special type of communication because the message concerns a new idea.
Meaning of Innovation
An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption.
The key point is perceived newness. An idea may be old in origin, but if it is new to the person considering it, it functions as an innovation.
Main Elements of Diffusion
The diffusion process is commonly explained through four elements:
1. Innovation
This is the new idea, practice, or object itself.
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Agricultural extension is not only about sending messages. It is about how new ideas spread through communities and how individuals finally decide to accept or reject them. This wider process is explained through the concepts of diffusion and adoption of innovation.
Meaning of Diffusion
Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system.
It is a special type of communication because the message concerns a new idea.
Meaning of Innovation
An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption.
The key point is perceived newness. An idea may be old in origin, but if it is new to the person considering it, it functions as an innovation.
Main Elements of Diffusion
The diffusion process is commonly explained through four elements:
1. Innovation
This is the new idea, practice, or object itself.
2. Communication Channels
These are the means through which information about the innovation moves from one person to another.
Examples:
- interpersonal channels
- mass media channels
- local channels
- outside or cosmopolite channels
3. Time
Time is involved in:
- how quickly a person moves from awareness to adoption
- how early or late a person adopts
- the overall rate of adoption in a community
4. Social System
The social system is the community or network of interrelated people and institutions within which the innovation spreads.
Perceived Attributes of Innovation
The speed of adoption is strongly influenced by how people perceive the innovation.
Relative Advantage
The degree to which the innovation is seen as better than what it replaces.
Compatibility
The degree to which it fits existing values, needs, and experience.
Complexity
The degree to which it is difficult to understand or use.
Trialability
The degree to which it can be tested on a limited basis.
Observability
The degree to which its results are visible to others.
In general, innovations spread faster when they are seen as advantageous, compatible, easy to use, trialable, and observable.
Innovation-Decision Process
The innovation-decision process is the series of stages through which an individual passes from first knowledge of an innovation to final adoption or rejection.
1. Knowledge
The person becomes aware of the innovation and gains some understanding of it.
2. Persuasion
The person forms a favorable or unfavorable attitude toward the innovation.
3. Decision
The person chooses to adopt or reject the innovation.
4. Implementation
The person actually puts the innovation into use.
5. Confirmation
The person seeks reinforcement for the decision already made and may continue, modify, or discontinue use.
Adoption and Discontinuance
Adoption means deciding to make full use of an innovation. Rejection means deciding not to adopt it.
Sometimes a person adopts first and later discontinues use. This may happen because:
- a better innovation appears
- the person becomes dissatisfied with performance
Adopter Categories
Not all people adopt at the same time. On the basis of innovativeness, adopter categories are usually described as:
- innovators
- early adopters
- early majority
- late majority
- laggards
These categories help extension workers understand how innovations move through society.
Innovators
They are venturesome, willing to try new ideas early, and usually more open to risk.
Early Adopters
They are respected local opinion leaders who adopt after the innovators but before most others.
Early Majority
They adopt before the average person but usually after some deliberation.
Late Majority
They adopt after much of the community has already accepted the innovation and often do so cautiously.
Laggards
They are the last to adopt and are usually most tied to traditional practices.
Importance in Extension Work
Diffusion and adoption concepts help extension workers:
- choose communication methods
- identify local opinion leaders
- understand why some innovations spread faster than others
- design better adoption support strategies
Extension is more effective when it recognizes both the social system and the psychology of adoption.
Summary Cheat Sheet
- Diffusion is the spread of an innovation through communication channels over time in a social system.
- An innovation is any idea, practice, or object perceived as new.
- The four main elements are innovation, communication channels, time, and social system.
- Adoption is influenced by relative advantage, compatibility, complexity, trialability, and observability.
- The innovation-decision process includes knowledge, persuasion, decision, implementation, and confirmation.
- Adopter categories are innovators, early adopters, early majority, late majority, and laggards.
References
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References
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