11.2.1 Adoption Diffusion Model
Change as a Learning Process
The adoption diffusion model of change, so popular in agriculture, is based on the theory of change being the process of learning. Learning takes places when one is dissatisfied with the present state, wants a change, sees new alternatives, debates mentally about the pay off of the new alternative, checks with others, tries the new alternative, assesses its advantages over the old ways, and finally adopts it.
This model has been discussed in detail in the chapter “Strategic Management of Change.” Two main elements of this model are that change is regarded as a sequential process, and the rate of change varies from one individual or group to another.
As already discussed, there are eight ...
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