Examines adaptation as a dynamic diffusion of innovations process in which adopters change innovations according to their individual needs. Adaptation may be explained by three factors: (a) the differing interpretation of innovation components by individual adopters, (b) an individual's level of adopter innovativeness or readiness to accept change and [c] the generative learning process whereby an individual relates new information prior knowledge and experience. Adaptation may occur unconsciously at the beginning of the diffusion process. Those who study the adaptation process should begin at the initial awareness state when potential adopters are forming their opinions and ideas about an innovation. Author uses an example involving a group of Kalahari bushmen first considering a sample of soft drink that they are told can quench thirst.
"This research began with the premise that solutions to today's environmental problems will require changes in personal lifestyle as part of the solution. The general conclusion is that today's students are less willing to make personal sacrifices than students of 20 years ago." (p. 25)
International: International Program for Agricultural Knowledge Systems (INTERPAKS), Office of International Agriculture, University of Illinois, Urbana-Champaign.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 156 Document Number: D07294
International: International Program for Agricultural Knowledge Systems (INTERPAKS), Office of International Agriculture, University of Illinois, Urbana-Champaign.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D07325
