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Arpita Sharma is Doctoral Research Scholar in the Dept. of Agricultural Communication of G. B. Pant University at Pantnagar.

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  1. 1. CATEGORIES OF ADOPTERS Arpita Sharma Ph.D. Research Scholar Dept. of Agricultural CommunicationG. B. Pant University of Ag.& Tech. Pantnagar, Uttarakhand
  2. 2. Diffusion:Diffusion is a process by whichinnovation is communicated throughcertain channels overtime among themember of social System. It is a specialtype of communication.
  3. 3. Elements of DiffusionCategories of adoptersInnovationCertain channelsSocial systemOvertime
  4. 4. Innovators (venturesome)Early Adopters (respect)Early Majority (deliberate)Late Majority (skeptical)Laggards (traditional)
  5. 5. Sweden 90 80 70Cumulation acreoss age within cohort 60 50 50 55 60 65 40 70 30 20 10 0 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 Age
  6. 6.  Interest in new ideas leads them out of local circle of peer networks Cosmopolite and activity may go beyond the community boundaries Control of substantial financial resources Ability to understand and apply technical knowledge Must cope with high degrees of uncertainty
  7. 7.  More integrated part of local social system Greatest degree of opinion leadership The person to check with Sought by change agents Respected by their peers Makes judicious innovation-decisions
  8. 8.  Interact frequently with peers Seldom hold leadership opinion positions Innovation-decision period is longer Most numerous - one-third of the members of the system
  9. 9.  Adopt just after the average member of a system Adoption because of economic necessity Also increasing pressures from peers Skeptical and cautious in their approach Peer pressure necessary Most of the uncertainty must be removed
  10. 10.  Last in a system to adopt Many are near isolates in the social network of their system Interact primarily with others who have traditional values Suspicious of innovations and change agents
  11. 11.  Earlyadopters: aren’t different in age from later adopters have more years of formal education are more likely to be literate have higher social status have a greater degree of social mobility have larger units (e.g. farms, schools)
  12. 12.  Earlyadopters: have greater empathy may be less dogmatic have a greater ability to deal with abstractions have greater rationality have greater intelligence
  13. 13.  Earlier adopters: more favorable attitude toward change are better able to cope with uncertainty more favorable attitude toward science are less fatalistic have higher aspirations
  14. 14.  Earlieradopters: more social participation more interconnected through interpersonal networks more cosmopolite more change agent contact greater exposure to mass media
  15. 15.  Earlieradopters: greater exposure to interpersonal communications channels seek information about innovations more actively have greater knowledge of innovations higher degree of opinion leadership
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