AG EXT 553 DIFFUSION AND ADOPTION OF INNOVATIONS                                                         (2L+1P) I

  The course intends to provide understanding of traditions and limitations in diffusion research; conceptual framework of diffusion research paradigm; models of innovation decision making process and socio-economic and cultural dynamics involved in diffusion and adoption of innovations. The course will lead to development of insight and skills among the learners for making interventions for diffusion of innovations in a social system and also to take up adoption research studies.


  Introduction to the field: Concept of diffusion, Elements of diffusion, traditions of research on diffusion, Typology of diffusion research, Contributions and short comings of diffusion research.

  The generation of innovations: The innovation development process, tracing the innovation- development process, converting research into practice; The adoption process: The concept and stages, shades of agreement. The neglected element – the need, dynamic nature of stages, covert and overt processes at stages, the innovation-decision process – a critical appraisal of the new formulation; Decision making – meaning, theories, process, steps, factors influencing decision – making

  Adopter categories: Innovativeness and adopter categories, adopter categories as ideal types, characteristics of adopter categories, predicting innovativeness, Simulation of innovation diffusion; Perceived attributes of innovations and their rate of adoption; Attributes rating of current farm and home practices, Shades of proposals on attributes, factors influencing rate of adoption.

  The diffusion effect and the concept of over adoption; Opinion leadership and multi-step flow of innovation: Concepts of homophily and heterophily and their influence on flow of innovations, measuring opinion leadership, characteristics of opinion leaders; Monomorphic and polymorphic opinion leadership; Type of innovation – decisions: Optional, collective, authority and contingent innovation decisions; Consequences of innovations: Desirable or undesirable, direct or indirect, anticipated or unanticipated consequences;

  Content analysis of recent adoption studies, Field visit to study recently diffused innovations; Case studies in process of adoption of innovations at individual. community and Organization levels, Assessment of farmers’ perceived attributes of  innovations, Identification of  adopter categories and their characteristics in changing agricultural scenario, Identification of opinion leaders in a social system, Study of factors/ determinants of innovation diffusion and adoption, rate of adoption, presentation of reports on adoption and diffusion of innovations.

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