CATEGORIES OF ADOPTERS

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

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

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  • 1. CATEGORIES OF ADOPTERS Arpita Sharma Ph.D. Research Scholar Dept. of Agricultural CommunicationG. B. Pant University of Ag.& Tech. Pantnagar, Uttarakhand arpii2008@gmail.com
  • 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. Elements of DiffusionCategories of adoptersInnovationCertain channelsSocial systemOvertime
  • 4. Innovators (venturesome)Early Adopters (respect)Early Majority (deliberate)Late Majority (skeptical)Laggards (traditional)
  • 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.  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.  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.  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.  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.  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.  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.  Earlyadopters: have greater empathy may be less dogmatic have a greater ability to deal with abstractions have greater rationality have greater intelligence
  • 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.  Earlieradopters: more social participation more interconnected through interpersonal networks more cosmopolite more change agent contact greater exposure to mass media
  • 15.  Earlieradopters: greater exposure to interpersonal communications channels seek information about innovations more actively have greater knowledge of innovations higher degree of opinion leadership