Diffusion and Adoption of Innovation

• Adoption: Adoption is the decision to make full use of an innovation as the best course of action available. The adoption and innovation decision is a mental process.
• Diffusion: Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system. It is a special type of communication in which the message concerns a new idea (newness of the idea).

Elements of Diffusion

1. Innovation
2. Channels of Communication
3. Time
4. Social System

1. Innovation: Innovation is an idea, practice, or object that is perceived as new by an individual or a social system. It is developed through research and innovation. Examples include:

• New varieties of crops
• New breeds of livestock
• New chemicals and medicines
• New techniques of doing things

When a person first becomes aware of it, it is an innovation for that person.

Types of Innovation:

• Object Innovation: The material aspect of an innovation.
• Idea Component: The symbolic adoption of an innovation.

2. Channels of Communication: Communication is the process by which messages are transferred from a source to a receiver through a channel.

A communication channel is the means by which messages are transmitted from one individual to another. The classification of channels includes:

1. Interpersonal Channels:  Involve direct, face-to-face communication between individuals.
2. Mass Media Channels: Utilize media like newspapers, radio, television, and the internet to reach a large audience.
3. Cosmopolite Channels: Include sources outside the social system, such as experts or research institutions, that provide innovative ideas and information.
4. Localite Channel: sources within the social system or local individual.

📌 Note:

• The communication channels most active in the diffusion process are mass media and interpersonal channels.
• The channel best suited to inform the audience about the existence of an innovation is mass media.

3. Time: Time is a crucial element in the diffusion process and is embedded in every communication activity. The time dimension in diffusion is involved in:

1. The Innovation-Decision Process: The stages an individual or group goes through when deciding to adopt or reject an innovation.
2. Innovativeness of an Individual or Unit: The degree to which an individual or unit adopts an innovation earlier than others in the system.
3. Rate of Adoption of Innovation in a System: The speed at which an innovation is adopted by members of a social system.

4. Social System

A social system is a set of interrelated units that collaborate to solve problems and achieve a common goal.

Components of a Social System:

• Individuals
• Informal groups
• Organizations
• Subsystems

The social system forms a boundary within which an innovation diffuses.

Form, Function, and Meaning of Innovation

1. Form: The directly observable physical appearance of an innovation.
2. Function: The contribution made by an innovation to the way of life of the people.
3. Meaning: The subjective and frequently unconscious perception of an innovation by members of a social system.

Attributes of Innovation: Attributes refer to the qualities, characteristics, or traits possessed by an object. The perceived attributes of innovations that are fundamental to extension are as follows:

1. Relative Advantage

• The degree to which an innovation is perceived as better than the idea it supersedes.
• It has multiple dimensions.
• Example: If a new technology or practice provides higher yield, more income, saves time, labor, and cost, or involves less risk, it has a greater relative advantage.
• The multiple uses of an innovation can be a form of relative advantage.
• Innovations with greater relative advantage are more likely to be adopted quickly.

2. Compatibility

• The degree to which an innovation is consistent with existing values, past experiences, and the needs of potential adopters.
• Two dimensions of compatibility:
  • Situational capability – Example: A new crop variety that suits the agro-climatic conditions of the farmer.
  • Cultural capability – Example: A breed of livestock that aligns with farmers’ beliefs and values (e.g., cows in Hindu culture).
• The name given to an innovation may affect its compatibility.

3. Complexity

• The degree to which an innovation is perceived as relatively difficult to use and understand.
• Complex technologies often require complementary adoption.
• Example: Adoption of high-yielding crop varieties requires the use of balanced nutrients, proper pest control, and better management practices to achieve the best results.

4. Trialability: The degree to which an innovation can be experimented with on a limited basis before full-scale adoption.

5. Observability: The degree to which the results of an innovation are visible to others. A visible impact of an innovation facilitates its diffusion within the social system.

6. Predictability

• The degree of certainty of receiving expected benefits from the adoption of innovation.
• General relationship between attributes and adoption rate:
  • Positively related: Compatibility, Trialability, Observability, and Predictability increase the rate of adoption.
  • Negatively related: Complexity decreases the rate of adoption.

Adopter Categories

On the basis of innovativeness, adopters are classified into five categories:

1. Innovators (2.5%)

• First to adopt a new idea.
• Cosmopolite in nature with strong external connections.
• Risk-takers and willing to try new innovations.
• Found in society in a small proportion (only 2.5%).
• Also known as Venturesome.

2. Early Adopters (13.5%)

• Localite and well-integrated into the community.
• Opinion leaders who influence others.
• Provide advice and information about innovation in society.
• Do not test untried ideas but quickly adopt tried ideas.
• Found in society at 13.5%.
• Also known as Localite, Respectable.

3. Early Majority (34%)

• Adopt new ideas just before the average community member.
• Neither very early nor very late in adopting innovation.
• Deliberate decision-makers who take longer to adopt.
• Found in society at 34%.
• Also known as Deliberate.

4. Late Majority (34%)

• Adopt new ideas just after the average community member.
• Mainly adopt because others have already adopted and are benefiting from it.
• Found in society at 34%.
• Also known as Skeptical.

5. Laggards (16%)

• Traditional and the last to adopt innovation.
• Have little or no education and are least participative.
• Limited or no contact with the outside world.
• Found in society at 16%.
• Also known as Traditional.

The Adoption Process

The adoption process refers to the stages an individual or group goes through when deciding to accept and implement a new idea, technology, or practice. Several researchers have contributed to defining and refining this process over time.

1. Contributions by Ryan and Gross (1943)

• Ryan and Gross were the first to recognize that the adoption of a new idea consisted of distinct stages.
• They conducted research on the adoption of Hybrid Seed Corn, which became a foundational study in diffusion research.

2. Contributions by Wilkening (1953)

• Wilkening was the first to report that decision-making is a critical aspect of adoption.
• He identified four stages of adoption:
  • Awareness: Becoming aware of the innovation.
  • Conviction: Forming a belief in its usefulness.
  • Trial: Testing the innovation.
  • Adoption: Accepting and integrating it into regular use.

3. The North Central Rural Sociology Sub-Committee’s AIETA Model

• This committee outlined a five-stage adoption process:
  1. Awareness: The individual learns about the existence of the innovation but lacks details.
  2. Interest: The individual develops curiosity and seeks additional information.
  3. Evaluation: Mental assessment of whether the innovation fits their needs.
  4. Trial: Testing the innovation on a small scale.
  5. Adoption: Full-scale acceptance and continuous use of the innovation.
•  

4. Y.P. Singh’s Perspective

• Singh emphasized that adoption stages are dynamic, not static.
• He proposed seven stages:
  1. Need: Identifying a requirement for innovation.
  2. Awareness: Learning about its existence.
  3. Interest: Developing curiosity.
  4. Deliberation: Actively discussing its benefits and feasibility.
  5. Trial: Small-scale testing.
  6. Evaluation: Assessing its impact.
  7. Adoption: Fully incorporating it into practice.

Innovation-Decision Process (Rogers, 1983, 1995); Everett Rogers introduced the concept of the Innovation-Decision Process, which describes how individuals or decision-making units move from first hearing about an innovation to its full adoption or rejection.

1. Knowledge Stage

• The individual becomes aware of the innovation and learns about its functionality.
• Influenced by mass media, personal traits, and existing knowledge.
• Three types of knowledge:
  1. Awareness knowledge – Knowing that the innovation exists.
  2. How-to knowledge – Understanding how to use it properly.
  3. Principles knowledge – Comprehending the underlying mechanisms of how it works.

2. Persuasion Stage

• The individual forms an attitude toward the innovation. (Faverable or Unfaverable attitude)
• This stage is influenced by emotions, interpersonal networks, and social influence.
• Psychological involvement increases, leading to active information-seeking.

3. Decision Stage

• The individual decides to adopt or reject the innovation.
• A small-scale trial is usually conducted.
• The Contingent Decision refers to situations where a prior decision influences later adoption.

4. Implementation Stage

• The innovation is put into actual use.
• Concerns at this stage include:
  • Access: Where to get the innovation.
  • Usage: Learning how to apply it effectively.
  • Problems: Dealing with challenges and modifying it as needed.
• Re-invention: The degree to which users modify the innovation to fit their local context.

5. Confirmation Stage

• The decision to continue or discontinue using the innovation is reinforced.
• At this stage:
  • Users may experience dissonance (mental discomfort) and seek validation.
  • Reinforcement by extension agents helps sustain adoption.
  • Some individuals actively or passively reject the innovation.

Additional Key Concepts

• Rejection and Discontinuance
• Rejection: The decision not to adopt an innovation.
  • Active rejection: Initially considering but later rejecting.
  • Passive rejection: Never seriously considering the innovation.
• Discontinuance: Rejecting an innovation after adopting it.
  • Disenchantment discontinuance: Occurs due to dissatisfaction with performance.

2. Rate of Adoption

• The rate of adoption is measured by the number of individuals adopting an innovation within a specified time frame.
• Over-Adoption: When individuals adopt an innovation excessively, even when experts advise against it.

Types of Innovation-Decision Processes

1. Optional Innovation-Decision: Individuals independently choose to adopt or reject an innovation. Personal responsibility in decision-making.
2. Collective Innovation-Decision: Decisions are made by consensus within a group. Each individual has input in the decision.
3. Authority Innovation-Decision: Decisions are made by a few powerful individuals (e.g., leaders, experts). The general public has little to no say in adoption. Typically, results in a faster rate of adoption.

Consequences of Innovation

Innovations lead to various intended and unintended consequences, categorized as:

• Desirable vs. Undesirable Consequences:
  • Desirable: Positive functional changes.
  • Undesirable: Negative side effects.

• Direct vs. Indirect Consequences:
  • Direct: Immediate effects on the individual or system.
  • Indirect: Secondary effects that emerge over time.

• Anticipated vs. Unanticipated Consequences:
  • Anticipated: Foreseen outcomes.
  • Unanticipated: Unexpected results.