Adoption of Innovation and its model

• Present by:• SONDARVA YAGNESH M• M.Sc. Agriculture (Agril .Extension)• Department of agricultural extension• BACA, AAU ,ANAND

Adoption

• AdoptionDecision to make full use of an innovation as the best course of action available.

• Adoption process (Micro process)Decision making process, goes through a number of mental stages before making a final decision to adopt an innovation.

MODELS OF ADOPTION PROCESS

Ryan and Gross (1943)• Pioneering work of diffusion of hybrid corn seed in

two Iowa communities in the United States• Ryan and Gross (1943)Stages in the process of adoption1. “awareness” of the existence of an innovation 2. “conviction” of usefulness3. “acceptance” sense of willingness to try the innovation 4. “complete adoption”. full scale use

Wilkening (1953)• Adoption of innovation as a process composed of

learning, deciding and acting over a period of time.

• The adoption of a specific practice is not the result of a single decision to act but series of action and thought decision.

Four stages in adoption1. Obtaining information2. Conviction3. Trial 4. Adoption.

(Johnson & Haver, 1955)• The decision to adopt an innovation, “is not normally a single, instantaneous act” • But it is a decision-making process.

• Steps in Decision-Making: (Johnson & Haver, 1955)1. Observing the problem2. Analysis3. Deciding available course of action4. Taking one course5. Accepting the consequence

• Central Rural Sociology Subcommittee (1955)

• The North Central Rural Sociology Subcommittee for the study of Diffusion of Farm Practices (1955) identified 5 stages of the adoption process,

• which received world wide attention.

The stages are:- 1) Awareness 2) Interest 3) Evaluation 4) Trial 5)adoption

STAGES OF ADOPTION PROCESS

The Stages in the Adoption Process

NAME OF STAGE

WHAT HAPPENS DURING THIS STAGE EXAMPLE

Awarenessfarmer is first exposed to the product innovation.

Farmer sees an ad for a new hybrid variety in the newspaper, radio or television

Interest

Farmers is interested in the variety and searches for additional information.

Farmer more reads about the hybrid variety on the news paper and other sources , then goes to a agro center near his farm and meet salesman

Evaluation

Farmer decides whether or not to believe that this product or service will satisfy the need--a kind of “mental trial.”

After talking with a knowledgeable friend, relatives ,neighbor farmer decides that his variety should be able to provide yield than present one and is it suitable for its condition or not with socio-economical aspects

Table 15.11 The Stages in the Adoption Process

Trial

Farmers uses the product on a limited basis

Farmer take a small sample and grow on small scale in field .

Adoption (Rejection)

If trial is favorable, farmer decides to use the variety on a full, rather than a limited basis--if unfavorable, the farmer decides o reject it.

Farmer finds that the hybrid variety is high yielding and give good yield than present one so the results are excellent; consequently, he grow hybrid variety on large scale in his field

NAME OF STAGE

WHAT HAPPENS DURING THIS STAGE EXAMPLE

Awareness

• The farmer comes to know the existence of the new idea but he doesn’t have full information about the idea.

• At this stage farmer is aware of the idea, but lacks detailed information about it.

• E.g. The farmers may know about hybrid variety by the name but may not know what it is, detail knowledge of it and how it give better yield ,

Interest

• The farmer develops interest in the innovation • Seeks additional information • Extension officer or from fellow farmers or from

any source, which he feels credible. • Acquires more information on innovation• Farmer wants to know

what the innovation is ? how it works ?what are its potentialities ?

Evaluation• Mental application of the new idea in the present

and anticipated future situations• Decides whether or not to try it.• Judges the utility of the innovation.• Assessment, whether the idea is applicable to own

situation.• If applied what would be the result.

Trial• Farmers may not take up any new idea at first

instance at large scale because doesn’t want to take risk

• Farmer applies the new idea on a small scale

• Determine its utility or feasibility & applicability

• Practical evaluation of an innovation.

Adoption• If satisfied with the performance of the new idea

• Uses the new idea continuously on a full scale.

• Innovation becomes a part of normal farming activity.

• The farmer takes final decision and applies the innovation in a scale appropriate to own situation on a continued basis.

Limitation of model

• These five stages are not necessarily a rigid pattern which people follow.

• These stages are influenced by cultural differences and social factors as well as by the kind of practice, place and person.

• At any stage the recommendation can be thrown off. • There can be jumping from one stage to another. • If the farmers have confidence in the extension worker,

and his recommendations, they may jump form “evaluation” to “adoption” stage.

Other model of adoption stages• The stages of adoption are dynamic and not static.

(Singh, 1965)• The five stages do not occur with all the adopters• All the practices sequence is not always the same • Some times one stage appears more than once• In some cases some stages are short • Some stages seem to be skipped• May jump from evaluation to adoption stage• No clear-cut differences: capsules and looks like a unit

act.

SING H & PAREEK (1965) SEVEN STAAGE MODEL OF ADOPTION

PROCESS

1. Need2. Awareness3. Interest 4. Deliberation 5. Trial6. Evaluation and 7. Adoption.

• NEED: Difference between what is and what ought to be. Farmer wishes to change his existing practice or to get more yield/income.

• AWARENESS: Farmer just comes to know about an innovation without knowing the details of it.

• INTEREST:

Farmer makes an attempt to know more about the innovation.

• DELIBERATION: Possibility of application of the innovation under own conditions. Seeks advice of opinion leaders observe the performance at different places and discusses with the members of family.Farmer then takes a decision to try out or reject the idea.

• TRIAL: Puts the practice on a limited scale to observe the performance under own conditions.

• EVALUATION:Farmer observes performance of the innovation on various dimensions. Collects data on the performance of the innovation on others situation.Compares performance of new with old one Calculates input – output, risks, uncertainties etc.

• ADOPTION:Farmer takes the decision to extend the use of the innovation on a continued basis.