Diffusion and adoption

Diffusion and adoption of important components of knowledge and adoption process which plays a significant role in dissemination and implementation of the technology

1. Role of Diffusion and
Adoption of Innovations
in Agricultural
Development
RajinderKaurKalra
Professor and Head (Retired)
PAU Ludhiana 9814067709

2. Diffusion
Processbywhichinnovationsspread
tothemembersofasocialsystem.

3. Diffusion process
•Spread of a new idea from its source of
invention to its ultimate users or adopters.

4. Adoption
decisiontomakefulluseofanew
idea.Inotherwordstheadoption
processisthementalprocessthrough
whichanindividualpassesfromfirst
hearingaboutaninnovationtofinal
adoption.

5. Adoption process
•Decision making process goes through a
number of mental stages before making a
final decision to adopt an innovation

6. Innovation
Anidea,practiceorobjectthatisperceived
asnewbyanindividual
Perception:activitythroughwhichan
individualbecomeawareofobjectsaround
oneselfandofeventtakingplace

7. Diffusion of Innovation
Innovation spread within the social system
called diffusion
An innovation however, diffusion within the
social system through its adoption by
individual and groups

8. Elements in diffusion process
Innovation
Communication channels
Time
Social system
System norms
Opinion leadership and change agents

9. Types of innovation decisions
Optional innovation-decision
Collective innovation
Authority innovation

10. Consequences of innovation
Desirable versus undesirable
Direct versus indirect
Anticipated versus unanticipated

11. Adoption: decisiontocontinuefull
useofinnovation
AdoptionProcess:mentalprocessthroughwhichanindividual
passesfromfirsthearingaboutaninnovation
tofinaladoption.
AdoptionPeriod:lengthofthetimerequiredforan
individualtopassthroughtheadoption
processfromawarenesstoadoption

12. Stages of Adoption
Awareness
Interest
Evaluation
Trial
Adoption

13. Other model of adoption process
“Singh and pink” (1975)
1.Need
2.Awareness
3.Interest
4.Deliberation
5.Trail
6.Evaluation
7.Adoption

14. Innovation-decision process
Knowledge PersuasionDecision Implementation Confirmation
Adoption Continued Adoption

15. •Rejection: decision not to adopt an innovation
1.Active rejection
2.Passive rejection
•Dissonance: uncomfortable state of mind
•Discontinuance: decision to reject an innovation after having
previously adopted it.
1.Replacement discontinuance
2.Disenchantment discontinuance
3.Forced discontinuance
•Over adoption
•Innovation decision period: length of time required to pass
through the innovation-decision process
early adopter have a shorter innovation-decision period

16. Categories of Adopters
Innovators
Early adopters
Early Majority
Late Majority
Laggards

17. Innovators
2.5%
Early
Adopters
13.5%
Early
Majority
34%
Late
Majority
34%
Laggards
16%
Adopter Categorization on
the basis of innovativeness
x+2sd x+sd
x x+sd

18. Attribute of innovation
RelativeAdvantage:degreetowhichan
innovationisperceivedasbetterthantheideait
supersedes.
Compatibility:degreetowhichaninnovationis
perceivedconsistentwiththeexistingvalues,past
experiencesandneedofthereceives.
Complexity:degreetowhichaninnovationis
perceivedasrelativelydifficulttounderstandand
use.

19. •Trailability:degreetowhichaninnovationmaybe
experimentedwithonalimitedbasisbeforedecidingtoadopt.
•Observability:degreetowhichtheresultsofaninnovationare
visible/observable,demonstrableandcommunicabletofarmers
•Predictability:degreeorcertaintyofreceivingexpected
benefitsfromtheadoptionofaninnovation

20. Factors influencing adoption of
innovation
Personal Factors
1.Age
2.Education
3.Psychological characteristics
4.Values and attributes
Situational Factor
1.Nature of the practices
2.Farm income

21. 3. Size of farm
4. Tenure status
5. Level of living
Social factor
1.Social values

22. THANKS