Using The Innovation Adoption Diffusion Model To Target Educational Programming

Abstract

The adoption of new ideas and practices is affected by at least five factors: 1) the type of decision involved in adoption; 2) perceived attributes of the innovation; 3) communication channels used; 4) nature of the client system; and 5) the extent of the practitioner's effort (Lamble. 1984). A major function of extension practitioners is to facilitate the adoption of new ideas and practices or to influence the rate of diffusion and adoption of innovations by their clients. To enhance their effectiveness as change agents, extension practitioners must understand the unique characteristics that describe their clientele system. Two decades ago. Rogers and Shoemaker (1971) conducted research on adopter characteristics to enable diffusion agencies (i.e. Cooperative Extension) to appropriately categorize and address adopter audiences. They analyzed publications and summarized hundreds of empirical diffusion studies that either supported or did not support more than four dozen generalizations about technology adoption. Their findings related various independent variables to innovativeness (dependent variable) that were then grouped into three categories of generalizations: 1) socioeconomic status; 2) personality variables; and 3) communication behavior. For example, a socioeconomic generalization states that earlier adopters are no different from later adopters in age; a personality generalization states that earlier adopters have greater empathy than later adopters; and the communication behavior of an earlier adopter includes more contact with change agents than that of a later adopter. Rogers' and Shoemaker's research produced five categories of adopters based upon innovativeness: laggards, late and early majority adopters, early adopters, and innovators. Although Reddy (1987) identified personal factors, such as age and education, that contribute to the adoption of technology, it was Rogers (1962) who earlier recognized that people do not adopt innovations simultaneously: fnnovntors are "venturesome..., eager to try new ideas. . .,desir[ing] the risky. .. . cosmopolites". Eurly adopters are "respected by [their] peers. . ., more integrated [into] the local social system. . ., opinion leader[s]. . ., localities". The curly mujorify "interact frequently with their peers [and]. .. may deliberate for some time before completely adopting a new idea. .. and follow with deliberate willingness in adopting innovations. but seldom lead." 'The late major@ adopt new ideas just after the average member of a social system,. . [are] skeptical, and...the pressure of peers is necessary to motivate adoption." Laggards adopt innovation last,...are traditional and "tend to be frankly suspicious of innovations and change agents.. The laggard's attention is fixed on the rear-view mirror." (pp. 248-250)

Iowa Corn and Soybean Producers' Use of Communication Channels

“…Extension educators and communicators should target the use of communication methods discussed in this study according to how producers use each method (Bouare & Bowen, 1990;Radhakrishna et al, 2003;Richardson & Mustian, 1994;Rollins, 1993).…”

Perceptions of Sustainable Agriculture: A Longitudinal Study of Young and Potential Producers

“…A study by Rollins in 1993 confirmed that there are multiple information sources for farmers to use. found that newsletters (79%), manuals (68%), and magazines (68%) were used by high percentages of farmers to gain information about environmental issues.…”

“…The adoption-diffusion model provides a theory base for explaining how people adopt new practices, and most of the research has focused on determining the characteristics of the different adopter categories (Rogers, 1995). For example, a Pennsylvania study of farm operators found that 11% were late adopters, 37% were late majority, 34% were early majority, 18% were early adopters, and none were classified as innovators (Rollins, 1993).…”

The Potential for Conservation Tillage Adoption in the San Joaquin Valley, California: A Qualitative Study of Farmer Perspectives and Opportunities for Extension

“…Work shows that successful adoption of innovative conservation practices will be enhanced if awareness of the concerns, ideas, and varying perspectives of the target community are included in the design of extension processes [33, 34]. Research on adoption of innovative agriculture practices in other regions has found social aspects to be very significant to the adoption process [35, 36, 37, 38, 39].…”