LECTURE FIVE (5) Innovation Adoption and Diffusion Process THURSDAY 20/02/2014 2:00PM to 4:00PM At the Auditorium ARG 102: Introduction to Agricultural extension Lecturer Hudu Zakaria Department of Agric. Ext., Rural Development and Gender Studies Faculty of Agribusiness and Communication Science UDS, Nyankpala Campus Post Office TL 1882, Tamale Phone No : 0242980581 Email: [email protected] or [email protected] Office Location: FACS Administration Block Wednesday, October 12 , 2022
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LECTURE FIVE (5)Innovation Adoption and Diffusion
Process THURSDAY 20/02/2014
2:00PM to 4:00PM At the Auditorium
ARG 102: Introduction to Agricultural extension
LecturerHudu ZakariaDepartment of Agric. Ext., Rural Development and Gender StudiesFaculty of Agribusiness and Communication Science UDS, Nyankpala Campus Post Office TL 1882, TamalePhone No: 0242980581 Email: [email protected] or [email protected] Office Location: FACS Administration Block Wednesday, October 12
, 2022
Definitions and Concepts
Innovation: idea, practice, or object perceived as new by an individual or other unit of adoption
Adoption: continue usage or practice of an innovation
Technology: “ a design for instrumental action that reduces the uncertainty in the cause-effect relationships involved in achieving a desired outcome.”
Definitions and Concepts cont.Diffusion: process by which an innovation is communicated over time among members of a social system.
Communication: process of creating and sharing information to reach a mutual understanding
INNOVATION-DECISION PROCESS
- the process through which an individual passes from first knowledge of an innovation to forming an attitude toward the innovation, to a decision to adopt or reject it.
Individual adoption processStages of adoption:
Awareness - the individual is exposed to the innovation but lacks complete information about it
Interest - the individual becomes interested in the new idea and seeks additional information about it
Evaluation - individual mentally applies the innovation to his present and anticipated future situation, and then decides whether or not to try it
Trial - the individual makes full use of the innovation
Adoption - the individual decides to continue the full use of the innovation
Five stages in the innovation-decision process:(1) knowledge, (2) persuasion,(3) decision, (4) implementation, and (5) confirmation.
Rates of Adoption and the Adoption Curve
Rate of Adoption is defined as: the relative speed with which members of a social system adopt an innovation.
It is usually measured by the length of time required for a certain percentage of the members of a social system to adopt innovation
The processes through innovation adoption spread through a social system over a period of time is called INNOVATION DIFFUSION PROCESS
Adoption Curve
Adoption Curve
Innovativeness and Adopter Categories
InnovatorsEarly adoptersEarly majorityLate majorityLaggards
INNOVATIVENESS AND ADOPTER CATEGORIES.Late majority category - characterised by:
low social status, making little use of mass media channelslearn about most new ideas from peers via interpersonal channels.
INNOVATIVENESS AND ADOPTER CATEGORIES.
Innovators:active information-seekers about new ideas.
have a high degree of mass media exposure
their interpersonal networks extend over a wide area.
can cope with higher levels of uncertainty about an innovation than are other adopter categories.
Factors Influence Adoption of Innovation
Factors that influence adoption can be categorized as source characteristicsinnovation characteristics and farmers (or prospective adopters) characteristics
Drivers of Adoption Decision
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Drivers of Adoption Decision Cont.
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Source Characteristics
Credibility of sourceSuccess or failure of previous projectsAgent characterisitics
Method of extension delivery
Innovation characteristicsObservability
The degree to which the results of an innovation are visible to potential adopters
Relative AdvantageThe degree to which the innovation is perceived to be superior to current practice
CompatibilityThe degree to which the innovation is perceived to be consistent with socio-cultural values, previous ideas, and/or perceived needs
TrialabilityThe degree to which the innovation can be experienced on a limited basis
ComplexityThe degree to which an innovation is difficult to use or understand.
Communication ChannelsMass media versus interpersonalHeterophily among individuals
More effective among homophilous individuals--”near peers”
Participants are usually very heterophilous (change agents and target group, differences across adopter categories).
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END OF LECTURE
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