- Adoption
- Definition: Adoption is a decision to fully use an innovation as the best available solution.
- Key Point: It is a mental process, where individuals weigh options and choose to adopt a new idea or practice.
🔷 2. Diffusion
- Definition: Diffusion is the process by which an innovation is communicated over time through specific channels among members of a social system.
- It is a special type of communication focused on new ideas.
🔹 Elements of Diffusion:
- Innovation – The new idea or practice.
- Communication Channels – Means by which information spreads (e.g., media, interpersonal).
- Time – The period over which diffusion happens.
- Social System – The group of people or community involved.
🔷 3. Communication
- Definition: The process of transferring messages from a source (sender) to a receiver through a channel.
🔷 4. Innovation
- Definition: An idea, practice, or object perceived as new by an individual or social group.
- Developed through research and experimentation.
- Ex. New crop varieties, livestock breeds, farming tools, medicines, fertilizers, etc.
🔷 5. Perception
- Definition: The process through which an individual becomes aware of their environment, objects, or events.
- Important in how a person interprets and reacts to an innovation.
Attributes of Innovation
These are the qualities of an innovation that influence its adoption rate. These are perceived attributes, meaning they depend on how individuals see the innovation.
- Relative Advantage:
- How much better the innovation is compared to the old one.
- If it gives higher yield, more income, saves time, or reduces risk, it has high relative advantage.
- More advantage = faster adoption.
- Compatibility:
- How well the innovation fits with existing values, needs, and experiences.
- Two subtypes:
- Situational Compatibility: Fits local conditions (e.g., climate, soil).
- Cultural Compatibility: Aligns with beliefs (e.g., cows in Hindu culture).
- Complexity:
- How difficult the innovation is to understand and use.
- Higher complexity = slower adoption.
- Example: High-yielding varieties require multiple other technologies like proper nutrition, pest control, etc.
- Trialability:
- Can the innovation be tested on a small scale before full use?
- Easier to test = more likely to adopt.
- Observability:
- Are the results visible to others?
- More visibility = easier to spread among peers.
- Predictability:
- How certain it is that the innovation will provide expected benefits.
ADOPTION CATEGORIES (Based on Innovativeness)
Category | % in Population | Key Features |
1. Innovators | 2.5% | First to adopt, risk-takers, cosmopolite (global outlook), venturesome. |
2. Early Adopters | 13.5% | Local opinion leaders, respected, adopt proven innovations quickly. |
3. Early Majority | 34% | Cautious but deliberate adopters, adopt just before average person. |
4. Late Majority | 34% | Skeptical, adopt due to pressure or success of others. |
5. Laggards | 16% | Most resistant to change, traditional, isolated from modern communication. |
ADOPTION PROCESS MODELS
By Ryan and Gross (1943)
- First researchers to study adoption process.
- Studied adoption of hybrid corn in Iowa.
- Showed that adoption occurs in stages over time.
By Wilkening (1953)
Defined 4 stages of adoption:
- Awareness – Hear about innovation for the first time.
- Conviction – Develop belief in the idea.
- Trial – Try it on small scale.
- Adoption – Full-scale implementation.
By North Central Rural Sociology Sub-committee
Defined 5 stages of adoption – AIETA Model:
Stage | Description |
A – Awareness | Learns of innovation but lacks full information. |
I – Interest | Becomes curious, seeks more details. |
E – Evaluation | Mentally applies innovation to own life to judge usefulness. |
T – Trial | Tries the innovation on a small scale. |
A – Adoption | Decides to fully implement the innovation long-term. |
Innovation-decision process (Rogers, 1983, 1995)
Definition: A process through which an individual or decision-making unit passes from:
Knowledge → Persuasion → Decision → Implementation → Confirmation
- Knowledge Stage
- Individual becomes aware of innovation.
- Mass media important here.
- Persuasion Stage
- Individual forms an attitude (favorable/unfavorable).
- Interpersonal channels important.
- Decision Stage
- Individual makes choice to Adopt or Reject.
- Often involves trial or testing.
- Implementation Stage
- Innovation is put to use.
- Deals with practical issues, customization.
- Confirmation Stage
- Decision is re-evaluated.
- Looks for reinforcement or doubt.
Rate of Adoption; Number of adopters in a given time (e.g. per year).
Over Adoption; Excessive or unnecessary adoption despite expert advice. Can have negative consequences.
Consequences of Innovation
Type | Meaning |
Desirable vs Undesirable | Helpful or harmful outcomes |
Direct vs Indirect | Immediate or later effects |
Anticipated vs Unanticipated | Expected or surprising changes |
Important Points
- Q: What is adoption? Decision to make full use of an innovation.
- Q: What is diffusion? Spread of innovation through communication over time.
- Q: Who are innovators? First 2.5% to adopt new ideas.
- Q: Who are early adopters? Next 13.5% after innovators.
- Q: Who forms the early majority? Next 34% who adopt before average.
- Q: Who are late majority? 34% adopting after the average person.
- Q: Who are laggards? Last 16% to adopt innovations.
- Q: Which medium creates awareness? Mass media.
- Q: What is relative advantage? Innovation is better than previous one.
- Q: Who gave the AIETA model? North Central Rural Sociology Subcommittee.
- Q: What is AIETA? Awareness, Interest, Evaluation, Trial, Adoption.
- Q: Who studied adoption of hybrid maize first? Ryan and Gross (1943).
- Q: Who gave the innovation-decision process? Everett M. Rogers.
- Q: What is the persuasion stage? Forming attitude towards innovation.
- Q: What is rate of adoption? Number of people adopting over time.
- What is over-adoption? Using more than recommended innovation.
