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A composite of innovativeness in farmin
the farmer in love – il contadino innamorato (Photo credit: Uberto)
‘A composite measure of innovativeness, the general tendency for individuals to adopt new ideas. The cumulative distribution of the innovativeness scores for the seventy-one farmers was S-shaped and approached normality.’ (Rogers, 2003)
- Innovators 2 farmers
- Early Adopters 10 farmers
- Early Majority 23 farmers
- Late Majority 13 farmers
- Laggards 13 farmers
A general model of human behaviour
Innovators
- farm size
- formal education
- exposure to mass media
- opinion leadership
Firstly use of the innovation on a trial basis
The Deutschmann & Fals Borda (1962b) study particularly demonstrated the usefulness of the conceptual tools of innovativeness and adopter categories
REFERENCE
Deutschmann, Paul J. , and Orlando Fals Borda (1962b) Communication and adoption in patterns in an Andean Village. Report, programa Intermericano de Informacion Popular, San Jose, Cosa Rica C (E)
Rogers, E, E., (2003) Diffusion of Innovations (5th)
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A gem from Rogers’ offered here as a point of discussion
The diffusion of innovations according to Rogers (1962). With successive groups of consumers adopting the new technology (shown in blue), its market share (yellow) will eventually reach the saturation level. (Photo credit: Wikipedia)
Getting a new idea adopted, even when it has obvious advantages, is difficult. Many innovations require a lengthy period of many years from the time when they are widely adopted. Therefore, a common problem for many individuals and organisations is how to speed up the rate of diffusion of an innovation.’
FAILURE
‘The rate of adoption of the innovation did not reach a critical mass, after which the diffusion process would have become self-sustaining.’
P5
DIFFUSION
The process in 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 that the messages are concerned with new ideas. Communication is a process in which participants create and share information with one another in order to reach a mutual understanding.
Diffusion is a special type of communication in which the messages are about a new idea. This newness of the idea in the message content gives diffusion its special character. The newness means that some degree of uncertainty is involved in diffusion.
UNCERTAINTY
Uncertainty is the degree to which a number of alternatives are perceived with respect to the occurrence of an event and the relative probability of these alternatives. Uncertainty implies a lack of predictability, of structure, of information. Information is a means of reducing uncertainty
INFORMATION
Information is a difference in matter-energy that affects uncertainty in a situation where a choice exists among a set of alternatives (Rogers & Kincaid, 1981). A technological innovation embodies information and thus reduces uncertainty about cause-effect relationships in problem solving.
INNOVATION
An innovation is an idea, practice, or object that is perceived as new by an individual or other unit of adoption. P12
The perceived newness of the idea for the individual determines his or her reaction to it. If an idea seems new to an individual, it is an innovation.
NEWNESS
Newness of an innovation may be expressed in terms of knowledge, persuasion, or a decision to adopt.
DANGER
Of being ‘innovation-orientated’ rather than ‘client-orientated.’
REFERENCE
Rogers, E, E. , (Diffusion of Innovations. 2005)
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Mind Bursts 