Adoption process and use of information
Stages of adoption |
Scale of usefulness of information |
||
High |
Medium |
Low |
|
Awareness |
Mass media |
Friends and neighbor |
Agricultural agency |
Interest |
Mass media |
Friends and neighbor |
Agricultural agency |
Evaluation |
Friends and neighbor |
Agricultural agency |
Mass media |
Trial |
Friends and neighbor |
Agricultural agency |
Mass media |
Adoption |
Personal experiences |
Friends and neighbor |
Agricultural agency |
Innovation decisions
Two factors determine what type a particular decision is:
- Whether the decision is made freely and implemented voluntarily?
- Who makes the decision?
- Based on these considerations, three types of innovation-decisions have been identified.
a) Optional Innovation-Decision: Made by an individual who is in some way distinguished from others.
b) Collective Innovation-Decision: Made collectively by all participants.
c) Authority Innovation-Decision: Made for the entire social system by individuals in positions of influence or power.
Rate of adoption
- Defined as the relative speed at which participants adopt an innovation.
- Usually measured by the length of time required for a certain percentage of the members
- of a social system to adopt an innovation.
- Critical mass is a point when the number of individual adopters ensures that the innovation is self-sustaining.