Technology-Diffusion-and-Adoption-Process.pdf
- 1. TECHNOLOGY DIFFUSION AND ADOPTION PROCESS
- 2. DEFINITION OF TERMS • INNOVATION-The IDEA or practice or technology perceived as NEW by an individual • TECHNOLOGY - Any practice, tool, or knowledge that can help farmers improve productivity, efficiency, or sustainability. • ADOPTION – the process of by which a particular client is EXPOSED to considers, and finally REJECTS or PRACTICES A PARTICULAR innovation. • OVERADOPTION- the adoption of an innovation by an individual when experts feel he /she should reject. • SYMBOLIC ADOPTION – a mental acceptance of an innovation without necessarily “putting it into practice • SEQUENTIAL ADOPTION – adoption of a part of a package of technology initially and subsequently add components over time. • DIFFUSION – The spread of an idea, a practice, or a technology from a source to its intended receivers or users.
- 4. • Communication is the basis of all social interaction • People need to communicate, to relate to other people • People need communication to adjust to their changing environment.
- 6. STAGES OF ADOPTION • THE TRADITIONAL 5-STAGE ADOPTION PROCESS ( Rogers& Shoemaker, 1971) • 1. AWARENESS STAGE – the individual learns of the existence of the new idea but lacks information about it. • 2. INTEREST STAGE – the individual develops interest in the innovation and seeks additional information • 3. EVALUATION STAGE – the individual makes mental application of the new idea to his present and anticipated future situation and decides whether or not to try it. • 4. TRIAL STAGE – the individual actually applies the new idea on a small scale in order to determine its utility in one’s own situation. • 5. ADOPTION STAGE – the individual uses the new idea continuously on a full scale
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- 8. ATTRIBUTES OF TECHNOLOGY • RELATIVE ADVANTAGE – the degree to which an innovation is perceived as being better than the idea it supercedes. • COMPATIBILITY – the degree to which an innovation is perceived as consistent with the existing values, past experiences and needs of the receivers • COMPLEXITY- the more simple the technology, the higher is the rate of adoption • TRIABILITY – the degree to which an innovation may be experimented with on a limited basis • OBSERVABILITY – the degree to which the results of an innovation are visible to others ( or communicability)
- 9. CATEGORY OF ADOPTERS • 1. INNOVATORS – 2.5% • 2. EARLY ADOPTERS 13.3% • 3. EARLY MAJORITY-34% • 4. LATE MAJORITY-34% • 5. LAGGARDS-16%
- 10. CATEGORY OF ADOPTERS • 1. INNOVATORS – 2.5% • Risk-takers, adventurous, and eager to try new ideas. • Often the first to adopt innovations, even before they are proven. • Usually have access to more resources and information.
- 11. CATEGORY OF ADOPTERS • 2. EARLY ADOPTERS 13.3% • Respected opinion leaders in the community. • More cautious than innovators but quick to see the potential of new ideas. • Often serve as role models for others.
- 12. CATEGORY OF ADOPTERS • 3. EARLY MAJORITY-34% • Thoughtful and deliberate. • They adopt innovations just before the average person. • Often need to see evidence of success before trying something new.
- 13. CATEGORY OF ADOPTERS • 4. LATE MAJORITY-34% • Skeptical and cautious. • Will only adopt an innovation after it has been tried and proven by many others. • Often influenced by peer pressure or economic necessity.
- 14. CATEGORY OF ADOPTERS • 5. LAGGARDS-16% • Traditional and resistant to change. • Rely on past experiences and may not see a need for innovation. • Usually adopt only when the innovation is already mainstream or even outdated.
- 16. WHY DO FARMERS ADOPT/REJECT INNOVATION? 1.The Innovation Rogers & Shoemaker: • a. Relative Advantage • b. Compatibility • c. Complexity • d.Triability • e. Observability
- 17. WHY DO FARMERS ADOPT/REJECT INNOVATION? • Dimaano & De Guzman: • a. ease in carrying the practice • b. availability of the resources needed • c. compatibility with farmers goals & needs • d. novelty of the practice • .
- 18. WHY DO FARMERS ADOPT/REJECT INNOVATION? • Other studies: • a.suitability • b. efficiency • c. simplicity • d. visibility • e. divisibility • f. congruence
- 19. WHY DO FARMERS ADOPT/REJECT INNOVATION? • 3.The Change Agent • 4.The Biophysical Environment • 5.The Socio-economic Environment • 6.The Socio-cultural factors
- 20. WHY DO FARMERS ADOPT/REJECT INNOVATION? • 2.The Clientele • a. socio-psychological trait of farmers • b. farmers education • c. family size • d. farmer’s experience • e. family aspirations • g. age • h. income • i. value system • j. tenure status
- 21. THANK YOU!