Course Content
Learn Fundamentals of Agricultural extension with Rahul

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.
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