7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 1/17
ADOPTER CATEGORIES AND FACTORS
INFLUENCING ADOPTION
AEX 321 Extension Methods and Transferof Technology (1+1)
MANIKANDAN.V
BTE-08-027
PRESENTED BY
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 2/17
ADOPTION
Adoption is a decision to make full use of a new idea as the
best course of action available.
Adoption takes place within the mind of an individual.
Adoption is the end point indicator for a change.
Adoption is carried out only by the members of pre-social
system.
Awareness, interest, evaluation, trial, and adoption are the
elements in adoption process.
4/19/2011 2Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 3/17
ADOPTER CATEGORIES
o Individual in a social system do not adopt an innovation at thesame time.
o On the basis of when they first begin using a new idea.
o Bell – shaped curve
1. Innovators : Venturesome, Educated, Multiple Info Sources
2. Early Adopter: Respectable ,social leaders, popular, educated
3. Early majority: Deliberate ( local Adoption leaders)
4. Late Majority : Skeptical, Traditional, Lower Socio-economic Status
5. Laggards : Traditional , neighbors and friends are main info
sources, fear of debt
Five adopter categories
4/19/2011 3Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 4/17
Innovators
o Innovators are the first individuals to adopt an innovation.
o Innovators are willing to take risks, youngest in age, have the
highest social class, have great financial lucidity, very social and
have closest contact to scientific sources and interaction withother innovators.
o Risk tolerance has them adopting technologies which may
ultimately fail.
o Financial resources help absorb these failures.
4/19/2011 4Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 5/17
This is the second fastest category of individuals who adopt an
innovation.
These individuals have the highest degree of opinion leadership among
the other adopter categories.
Early adopters are typically younger in age, have a higher social
status, have more financial lucidity, advanced education, and are
more socially forward than late adopters.
More discrete in adoption choices than innovators.
Realize judicious choice of adoption will help them maintain central
communication position.
4/19/2011 5Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 6/17
Early Majority
Individuals in this category adopt an innovation after a varying
degree of time.
This time of adoption is significantly longer than the innovators
and early adopters. Early Majority tend to be slower in the adoption process, have
above average social status, contact with early adopters, and
seldom hold positions of opinion leadership in a system.
4/19/2011 6Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 7/17
LATE MAJORITY Individuals in this category will adopt an innovation after the average
member of the society.
These individuals approach an innovation with a high degree of
skepticism and after the majority of society has adopted theinnovation.
Late Majority are typically skeptical about an innovation, have below
average social status, very little financial lucidity, in contact with
others in late majority and early majority, very little opinionleadership.
4/19/2011 7Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 8/17
LAGGARDS Individuals in this category are the last to adopt an innovation. Unlike
some of the previous categories, individuals in this category show
little to no opinion leadership.
These individuals typically have an aversion to change-agents and tendto be advanced in age.
Laggards typically tend to be focused on “traditions”, likely to have
lowest social status, lowest financial fluidity, be oldest of all other
adopters, in contact with only family and close friends, very little tono opinion leadership.
4/19/2011 8Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 9/17
There are both positive and negative outcomes when an individual or
organization chooses to adopt a particular innovation.
Rogers states that this is an area that needs further research
because of the biased positive attitude that is associated with the
adoption of a new innovation .
In the Diffusion of Innovation, Rogers lists three categories for
consequences:
1. desirable vs. undesirable,
2. direct vs. indirect, and
3. anticipated vs. unanticipated.
4/19/2011 9Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 10/17
Community standards and social relationships provide the
general framework where in the process of change occurs, and
they account for the difference between one community (or
group) and another.
Why some people adopt new ideas and practices more
quickly than others relates in part to the individual himself.
Reasons why farm prairies more quickly at one time
than another relate to the situation in which they find
themselves when alternative courses of action become known.
SOCIAL FACTORS:
PERSONAL FACTORS:
SITUATIONAL FACTORS:
FACTORS INFLUENCING ADOPTION
4/19/2011 10Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 11/17
I. Social factors:1. Social values
2. Local Leadership
3. Social contacts
II. Personal factors:•
Age:• Education:
• Psychological characteristics
• Values and attitudes (culturalcharacteristics)
III. Situational factors:1. Complexity
2. Cost
3. Net Returns
4. Compatibility
5. Divisibility: (Trial ability)
6. Communicability (Observability) 4/19/2011 11Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 12/17
I. SOCIAL FACTORS Social values:
– In some groups and communities people place a higher value upon material gains
and money than they do in others. – In the adoption of new practices goes country to the establishes customs and
traditions of the people, the innovator may be ridiculed or lose prestige.
Local Leadership: – The acceptance of change is also influenced by the nature of the leadership
and control in the group or community.
– In some communities, none would accept a new idea, unless and until one man(the leader) in the community is sold on the idea.
Social contacts: – The nature and extents of social contact within and outside the community is
important in the diffusion of new ideas and techniques,
– Nature of social contact
– Extent of social contact
– Social distance
4/19/2011 12Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 13/17
II. PERSONAL FACTORS Age:
– Elderly farmers seem to be somewhat less inclined to adopt new practices
than younger ones.
Education:
– More than eight years schooling is almost always associated with higher
adoption rates than lesser amounts.
Psychological characteristics :
– Exposure to reliable sources of farm information may create a state of
rationality, which in turn predisposes an individual to the adoption of new
practices.
– A mentally flexible person has higher adoption rates than one with mental
rigidity.
– Some people are found to be more prone to change than others.
4/19/2011 13Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 14/17
III. Situational factors:Complexity:
Generally speaking, the more complex a practice and the more
change it requires in the existing operations, the more slowly it will be
adopted.
– A simple change: A change in materials and equipment only without
a change in techniques or operations (e.g., new variety of seed)
– Improved practice: Change in existing operation with or with – out
a change in materials or equipment (e.g., change in rotation of
crops). – Innovation: Change involving new techniques or operations (e.g.,
contour cropping)
– Change in total enterprise: e.g., from crop to livestock farming.
4/19/2011 14Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 15/17
CONT..Cost:
Those practices which cost little seem to be adopted morerapidly than those which are more expensive.
Net Returns:
Those practices which yield, the greatest marginal returns per
rupee invested, and in the shortest time seem to be adopted most
readily.
Compatibility:
– Is the degree to which an innovation is consistent with existing values
and past experiences of the adopters.
– An idea that is not compatible with the cultural norms of a social
system will not be adopted so rapidly as an idea that is compatible
–
e.g., the lack of compatibility of the beef.4/19/2011 15Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 16/17
CONT… Divisibility: (Trialability) :
• Is the degree to which the results of an innovation may be tried on alimited basis.
Communicability (Observability):
– Is the degree to which the results of an innovation may be to others.
–
The results of some practices are easily observed – Size of farm:
– Tenure status:
– Sources of farm information used:
–
Level of living:• Since successful farm practice adoption is instrumental in
providing the means for supporting a higher level of living, a
positive correlation between the two would be expected and is
generally found.
4/19/2011 16Adopter categories and factors influencingadoption
7/23/2019 Adopter Categories and Factors Influencing Adoption
http://slidepdf.com/reader/full/adopter-categories-and-factors-influencing-adoption 17/17
4/19/2011 17Adopter categories and factors influencingadoption