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.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D08638
Notes:
Located in Review of Extension Studies, volumes for 1946-1956, U.S. Department of Agriculture, Washington, D.C., Summary of research report. Agricultural Extension, Iowa State University, Ames. Special Report No. 15 (North Central Regional Publication No. 1, Agricultural Extension Service). 12 pages.
