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Brigitte Duces

The Role of Information in the Adoption of Agricultural Innovations
(Diffusion, Decision-Making)
Brigitte Duces
Advisor: Dagobert Soergel

Abstract:
The purpose of this dissertation is to study the role of information in decisionmaking as exemplified in the adoption of agricultural innovations. The specific objectives are (1) To test and refine a descriptive model of the decision process in the adoption of innovations based on Rogers and Shoemaker (1971). (2) To test and refine a typology of agricultural innovations.

Data were collected through 24 case studies in different counties across the U.S. A case study consisted of on-site visits of one week with interviews of 6-7 innovators, 2-3 non-innovators, and 2-10 change agents. Data were analyzed through two complementary methods: statistical tests of hypothesis and content analysis of the interview descriptions.

The statistical analysis saw no conclusive trends emerging; the innovations studied are too dissimilar in nature and the phenomena behave differently depending on the cases. The content analysis identified relevant variables and lead to a typology of innovations based on their difficulty, as determined by the degree of consonance between the innovator's values and those of the innovation, together with the degree of continuity between the innovator's previous practices and those required by the innovation. A statistical analysis that controls for type produces better results: Innovations with a high degree of consonance of value are adopted without extensive amounts of information. Innovations with both high dissonance and discontinuity are adopted only when forced (as by law) or after processing extensive amounts of information, particularly from trusted sources.

These results suggest that the nature of the decision problem is of paramount importance in analyzing the decision process and that the search for all-encompassing general patterns may not lead very far. The practical implications of these results are that dissonant innovations require a well-orchestrated information effort on the part of the change agents. On the other hand, highly consonant innovations require minimal effort in information provision.