Communication patterns among sheepfarmers in two North Island districts of New Zealand : thesis presented in partial fulfilment of the requirements for the degree of Master of Agricultural Science at Massey University, Palmerston North

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(1)Copyright is owned by the Author of the thesis. Permission is given for a copy to be downloaded by an individual for the purpose of research and private study only. The thesis may not be reproduced elsewhere without the permission of the Author..

(2) IH. r.T.":JO. NORTH. ISLLl·J). DIS1.r�nC·TS. OF. by. D.. B.. GIBES. Thesis Presented. in l'o.rti&J. B'ulfilraent of the Reouirernents for the Degree of Master of. Agricuitural. Science at Nassey Falmerston Borth. Dec en1b2r,. 1S70. University,.

(3) ll. The his advice. author. wishes. c.nd guidance. also extc�ndecl. to r:Ir '.'i.G.. Professor R.E.. Munford,. ' }TlUgnes for. to thank. durins. this. :ea;yne,. stud;y.. Thanl:s. are. C o rdo n ar:cl. Ei.:;s r.. for their helpful comments. and. assistc.nce. The. e.nd s u pp ort. as;:;istance. Department of. of the. from 1:1ho::1 the author. Agriculture. study award on full pay is. gratefully. R.. Meldrum,. references. and. (Assistant Librarian). Misses. traced t h e fir:;urcs. B.. and. pri nt inE is gratefully assistance. North. diagrams. and A. and. �. in. in-. particulo.r. obtaini�s. Parsonage. arranged. acknowledced,. held a. as is. who. the. the. of the staff of the Rotorua and F ilrnerston. Offices of the. The Sharp. Foggart. Zealc:md. acknowled�ed.. J1.lso the a s s i s t anc e · of Head Office st af f Miss. Hew. award. and Dohne. of. ( Fev;. Departme�t. of. hEriculture.. a r e s e arch BraLt by �essrs Merck Zealc:.ncl). Ltcl. is. also. c;re..tefu11y. ackno"l·.rleclc;ed.. Than1c:-:; must also be. whose. enqui;ries and interest in this study. encourageme:nt farEers in ·. extended to · the many p eo p le. to the. each survey area,. co-operation. and. :B'inc-,lly. typed this thesis assistance. author and. a s s is t an c e. thanks. have been o:f. partic1.1.larly to the. for their villing dur1ng the. s.re due. to. I-�rs. a::1d I·:rs D.E. Halse:y,. wi.th the proof readins.. farm surveys.. Il.. Rodericl�,. for her. \'!ho. willing.

(4) iii. The author was four years in Port. born in. Stanley,. 1941 and lived his first. Isle.nds. Falkland. his. 'dhile. father served there as Agricultural A dv isor to the Government.. Colonial. f am ily returned to. When the. New Zealand in 1947 his father took up a l e e t ure s h i p a.t Victoria University.. The. complete d iri Wellington. attende� N e l son College.. de gre e he. author's primary education i·Jas. and. Vlith the in t enti o n of. takint;. enrolled for Ag ri c ultu r e. Uni versi t y in. 1956 and 1960 he. between. an ogricul tural. Intermediate. at. Victoria. 1961 and eventually decided to co m ple te a. B.Sc. degree there before carrying on to the Agricultural degree at Massey University. d o mpleted in. year of. I.. the. fo l lo win �. The B.Sc. de gre e. was. 1964 and·the author enrolled in the second B.Agr.Sc. degree at nassey University in t}Je. year.. This degree,. in th e .. field of Farm. Management and Economics was completed in. 1967.. During. 1967 he held a b ursary from the Departmert of Agriculture and in. 1968 was posted as a Farm Advisory Officer to. Rotorua.. An interest in the sociological aspects of. extension e.nd the inf l ue nce of. vJhich had developed during his. a farrr.er on his. last. neic;hbour$,. year at I•iassey. University was fostered in Rotorua and r e s ul t e d. in. orplication for leave to uncle:ctake ·this stucly.. k study. aVJord. vms c;ranted by the Dep8rtr.1ent of the author. i�E;r i c u ltur e. an. and. r eturned to Nassey Uriiversity in February. 1969 ..

(5) With the completion. has. returned. Department. of this studj. to farm advisory work. iv the author. with the Hew Zealand. of -1\griculture, stationed at Kaikohe.. ..

(6) V. xi xvi xvi i. I.. 0. nr.r"?ODUCT'IOI'�. •. 0. Scope. of'. •. 0. •. •. 0. •. Stv_dy. 0Tgo..ni saticn. •. Intro�iucti on. •. •. • •. Adoption and Diffu0icn. •. Inter--disci;lina.ry Theory 1• ') • '-. 3.. 4). Geo(3raphy. •. Sociolo;sy. Ru:csl. •. b.. •. Soeiolocy 8.�.:.:1 •. Extension. l'.do;t i o:l �?roce ss. The. e.. 00. Anthro}olosy. Accep�ance b1J.t. Accept a.nce. e. • • •. 0. •. •. •. b.. ad.optio:a,. •. •. bo. c.. •. •. •. • •. • • • •. •. 0. Far�ers �otives. RoJ. e. of :r.wne;;r. l.�. 4. 4. -5. 6 7. 10. 0. •. ... o.::lopt i on • •. 9. 11 11. •. Personal ChsracteriGtics •. Tb.cory. 3. 0. •. o. 3. 9. Use of normal distribution curve•. Profitability of. 2. synon3-"mous? •. . •. Diffusion F:::-ocess.. �.':oti vat:i. on a.,. �. •. Factors Affecti!lS .�.dc,r;·::.ion a.. •. :::10:1-o:-.doption. •. a.. •. t,gricul tural. i on c. Tiequiremsnts for' 8<lo<Yt .J:.. The. 0. 1 2. •. •. 1. 12. •. 0. 12. •. 0. 13. e. 1'�. •. 1l!. 15. •. 0. 15.

(7) vi. f'l " "" 'l r Tn -�- · ·- ·- \...'L '-' J.. - ,. on the. SumE1ar;y of Process0s. 0 -�. . h r· u· .'l... nr • '-'·-v ' . -� � � ..J. J. · . ·1...11"'�,. . '")1;,..'"''. nf ''. individual. tbc.;. .t.dopti on. o. s.nd Di f f'u�;:L on. Cho.nnels •. &. Inforrn�\tion t:,n.·:: Conmunico.tion Oo. Classifis2tion. b.. Role. d.. .-;;;uantit;ji <?..nC:.. c.. e.. of vcrious. of terms. Conflict. in f orme.ti. on. •. .. �yu.a.li t�r. of. •. .•. Co7nnunic::d:;ion EJ.ethcds. s.. Cent o.ct s 'Nlth. N�w Zea�Bnd. practice. b.. Relevance. 2. Csgood's. scale. .. .. 23. •. ,...,'7. •. .c.�'). 2lj.. ?5. •. •. 25. •. •. •. 0. .. 26. .. 0. semantic. Skills •. .. _.. 26. 26. •. Acceptance or refusal. Introduction. •. •. •. •. •. •. 0. •. •. 26. �. . •. •. •. .. of •. 2? 27. a. •. 28. 28. •. In tervi ev:ing Cl)D.�l USl Cl1S. and. •. u l.!. 1. ere nt'la. 1 ,. Criteria for seJ.cction mee.surin;::; device •. (u•:: sti onnairc. •. •. •. 0. •. •. of inter�iew A d v �nta�es . '-' questionnai�es o. Disudvantases of intervie� qt1.e st� i cnn�;j_r e s· • •. •. •. •. �ethod of Data Collectj.on . •. •. 0. •. •. Procedti..I'C. a. 21. Criteria for selection of method o. III". 21. 21. of paradigms. �eas�re�ent of Ynowlsdce • At t itudes. a.. 20. •. t1 otl�e:r· f<::.rmers t1. Methods of Data Collection. b.. 19. •. F1..lrt1·1-::r Reviev.r of I,i t '?.rc,ture. a. •. 19. Furth8r research. .SZCTIC�J. a.. 17. C�aracteristics of individuals sou�.lJt · 2s souT'ces of inforu�2tio:1. Co�1cl u.si ons a.. •. Intensity of information. f.. h�. •. 0. •. '1 6. •. e. cha�nels. 0. •. 0. 0. 0. r�o C:.). 29. 29 31. � 0. ". •. 7;?. ./·--·.

(8) VJ.:L. 0. c� e .,. Cuestionnnire contents ';:"LW f, t i c r�.. ::: s. Osgt)C;rl scale. Pre--testing b.. c.. First. 0. h. c.. 37. sit \J_:::.t i or1s. se22nti�. ,. differintinl 0. prR-test. Alteratio:1s. 0. •. 0. 0. Second pro-test ·•. Selection Criteria. Alternatives. •. •. Bound 9r:·ie �;. c. Soils d_.. c.. Cl i11at e. c.. d.. e.. Soils. Climate. b. c.. d�. e.. f.. •. •. Scttler::ent. •. .. .. •. •. •. ". •. •. •. •. Identifying respondents. Ccnt2.cting resporrients. �ethod of. Rejectiorls. 0. 0. '+ 0. 0. 40. 0. •. •. •. •. •. •. •. •. •. 0. ... 0. 0. o. •. •. 0 0. •. •·. 0. •. • ./. 45. ll- 5. Li-8. •. 0. •. 43 l�3. 1!.3. •. o. LQ '�5. •. •. G. 0. •. •. 0. 0. /_I__ C.. 0. o. 0. of interviev.r. •. o.. introduction. Interviev.Jins. I,ocstion. 38. ·Lj.Q. •. •. •. •. Survey t:ethod a.. 38. 0. 0. 0. •. •. SettJ.enent;. Bm.t!1d e.r ie s. •. 0. Halcombe Survey �rQa b.. �. considered. eo. b.. 0. 38. 0. Reporoa Survey Aree. CJ.. 37. 0. SeJ.ection of Su.r·.rey tr.�2.s 2.6. 35. 0. que n c e. II:-rp ot �"let i c. o.l. a.. ,. 0. 52. •. 0. 0. •. e. o. •. 0. 0. ". 52 53 53. 55.

(9) viii ". 0. hu 1.. j. o. Incosplcte responses. bo. c.. �ith'pre-coding. Problem�. }ro"r,;lr._;t�lS in arplyi:!�� SC�!TLD.n't:i.C C! if i'erent:L al o. J.�\.11al-jsj. 3 a.. •. e. 0. •. PI·cpsration o.f de.t::t Pct�ods. of. analysi8. •. 0. e. o. •. �;. concoidance. Yenda.Jl'. coeffic.i.cnt of o. •. 0. 0. 0 0. Spcarmc:..n r.::.nl-:: ccr.r\')lP.,tion 0. Analysis. Fishers. rv.. ". 0. c.. bo c.. d.. c.. •. •. o. 0. Acquisition •. o�!mership. • •. o. •. e. •. •. •. •. �. •. •. Crop:pine;. •. Fe::�t ilizers. ·o. •. e. e. 0. •. 0. •. •. 0. Educational. g.. o. 0. •. •. o. o. •. 0. <>. 0. • •. •. •. •. •. •. •. •. •. •. distribution. att3i.n�ent •. A3s distribution of. Family aspirations. 0. •. 0. •. .. •. • •. c�ildren 0. •. •. •. •. 0. •. 0. •. •. •. •. .. J·o�� o��·tl·n f0r"·n�n c...... .t . ..-. 7 �..cV.i.. c.;.. J� . •.J..o.:> Q. 5-S 59. 60. 62 CG. 68. 69 7'1. '? L!. 75 75. 76. 79. eo. 84. 84 84 85. 85. 87. 87 89. •. 0. 91 G. rr i.cl_c. 57. •. •. •. d.. f.. 0. •. Fr-:;vi ous '.'JOrk cxper i.ence. Family size. •. •. •. ·b.,. r:.. �. •. 0. Bsc::..:grou!'ld. Age. o. 0. a.. •. •. o. •. Fa�ily Infbrmation. c.. 0. •. stock policies. Live. 0. 56. •. 0. •. mmb (,; r s. s t o ck. Live. 0. exect probabil.ity t e�:>t. J!'s..r;'2 Informati or;.. Tenure. •. •. of variance. Urbanisation Index. General b.. •. Recression analysis. IntrocLucti on a.. o. Stotistj_cal tests. I1 statistic.. d.. 0. 0. 56. ... 0. Q. 92.

(10) ix. 01·) j e c t i"\re E> 0. f C1l.'.!1li J1S. mu. o�. Formal. 0. (l tld. social. Infor�al cor1ta:�ts. or vr-:1 ucs 0. particip�tion. family visitin3 and •. F2rm Practices Inform:J.tion. •. and 0. G6urcea of. a.. In�roduction. bo. Farn race. d.. Chemical �ethods rcnove.ti on. c.. o. system. "Int,::ms:Lve". L:.se. 0. •. •. .. (). .. u. 0. of. fodcler. ... crop. of pasture. 0. o. •. e � Use of nitro�enous fertilisers on pasture o f.. g.. h. i.. j.. k. 1. m. n.. o.. Vacuum packed Vatinc. ewe. silac;e. •. hos�ets. Aut,_mm. Cc.l vin2;. •. Info�mation sou��cs for and financial proble�s. .. ... •. 11at:i.nc; ;yos.rl1.ng beef ft:::ifers. 0. Attitudes tow8r�s farming topics o. 0. •. •. •. RoJ.e of innovators Contact with for�s media • • o � •. 0. .•. •. cf 0. �. •. •. •. •. adviso�-y •. •. •. •. 0. b.. Re asons. drenches. Co. Reasons. drel1Ch2S. for u3� of on sheep. for use of on co.ttle. of. •. specific 6. e. specific •. e. of advertisinG on drench o • •. d.. Influence. eo. Influence of r:w.rmfactt;.rors. fo. Inase of the. choice. •. •. •. oar:.ufacturers. •. . .. 0. Introduction. .. •. •. Selection of Ani:nal Health :t:)roclucts a.. 0. •. •. 0. 0. ... •. 100 10'1. 101. 101. 102. 105. 106. 1 12. 115. '118 12'1 123. 12Li-. •. 125. o. •. • 0. •. • •. •. 99. •. technical. cliscnssior:. o: •. 0. �. Rar1l-::�:d sources of informe,tion o:�t interest and triol s��ses of the ado�tion process • •. Sur:ll"!1a.ry. -'I. social. •. 97. or;. •. 0. ,I� ?0 :;;. 130. 131 1)L� '1 ''i-0. 1LIO. 1 t�1. 143. 1 L�/.j.. 11+6.

(11) 0. h. i�. ?romotional activities l:o be mo:;:;t; effective • IEpact. of. The T�::lP o t h.c !3 e s O. fl �. .b. �. I!ypothe;:;is. II;ypotbesis. c.. H;ypothes:i..s. d ... 1TJrpotl1esj_s. e ... �!:'/Pothe s i s. f.. Rvpoth"' i s V-�-.. J.. .. •. .A.. IV r·. g.. Hypothesis. i.. :Iypotlwsis. local. 3. !.�. 0. �. oug�ested •. •. 0. •. •. 0. 5. 9. 0. 0. o. 0 •. •. •. 0. .. 0. .. 0. 0. ". •. 0. •. .o. 0. •. •. Q tJ:. 0. •. •. •. •. •. 0. 0. •. 0 0. c.. ·b.. c�. d.. Influenc6 of lenzth. •. e. 0. 15'7 .. •. •. •. •. a.. b.. 155. •. •. of. 0 •. settlcc£nt.. Interaction bet�c?n respondents.. Utilisation of. tion. sources of informa-. 160 1S2. 162 165. I..rea influentials De�onstration of. 171 area. competence.. RecomDeni�tions·. Extension plan. Extens�cn. 169. 170. •. Interaction within an. of. 167 168. 170. FarminG tradition.. Integration. 152. 157. Rec O!i".r;;.endati ons a.. 152. 165. Discussion b.. 152. 153. Concl1.J.si ons a.. "'I IJ.., '-� P... 0. 0. •. 2. ho Hypothesis 8 V.,. 0. 1. '7. $. rcsAarch 0. 6. 0. •. technique. 172 171+ 175. 175 175 178 i.

(12) .!-.. �L.. .. 0 F. �. -··----··--· -----. � E TI n I. _. C I. = S. A. i. .,.., D. 0. c. D. r. V ....... J. 0. ,;rnTr'C<. •. •. ... 0. 0. G. I. 0. .-l .:.� ...... -· '-'}..-'. •. E. 0. •. OSGCOD OSGOCD. 0 f""'( t.T ·.J•.I..:•..!.. 0. .. ..J. •. ... 0 0 e. lJ. •. V 1�.RI f..i:TCE. •. CC i-�'I' I��-}�� CY ':):' L?.,V::::?, �C't li'IC:�::;.:' S ?i:� 0: :�.BIT 1 I '1' Y TEST • • • ... •. .. •. •. •. 0. 0. 0. .\ ("1 r'l L..!.:. J ,...,,_..... ''"""':-...,.., 1. � �- .! ��"' ....::... _._. 1. lv· •. ,-:-'. l ,, lll. p. (). •. K. 0. , .. ..,. lviii Jy��i. lxix 1xx. lx:x:i·v.. J.xxvJ.J.. lXX'-T:i.X. ,-"'"�.r. •. b:xx:i lx:cd.ii.

(13) .!- ..L -L. ---------'-- -�--------------. rr� 2.ble. 2 3. Lj.. 5. 6 7. 8 0 .,J. '10 '1'1. '12. ;.�E;t;�lCd. b:r Vl�·liCl:t rc.CJ.u::..r.::cd. }i' OT' r:t 2J1(.i C�3 3.rl iS -:J.t i Ol1 O\'.'l1Cl sl·1ii) � o ... .,. o. C o �11 e� :."\ j_ s C) n of -�· ur 1..r e :-t 1� r i:� a :3. •. 0. •. 0 0. •. 0. •. in. tlle •. •. 0. ... 0. Co�pnri�:;o:-1 of Eun:bsr of Irdivichwl.s nnd Aver�se Acroacc of V�ri��s Crops t�ey Gro� in e 2ch 8urvey Area • •. Co:;::_;:>srison o.f tl:c Use of Y:-u'iOl..ls Ele3ent-s i.n Fertiliser � •. •. c. 0. • •. ... Co:r9�Ti son of Pr�vious Occupational E�-cp-2rli e :1c e 8f Res:onde�ts •. -. •. •. Clasacs o: �es�on�ents. •. •. Children. �. •. •. T'ir.:.irn.11� !.:Jo�nt cf Sc.�oolin::; 1�c.sporld.8�--ts ?:isl1 t�i.ci:' c�:ilC.r·c11 to �chieve • • • • o. Respondents Voc.utional �spiretio�s • • for their Children. 8. o. Ar::bitions. Pc-.��no"'rlo''tc·' .... l,. 1: J. ... '-•!. I. ..::..> '·; ........ .. .:... •. •. Pcrso�al Hops� or •. •. •. 0. •. •. Aspects of F�r�ing Cperations �hie� lleopondents T�ke Prid� Do<Oconc c;_...._; V. .J-t. v. 21. •. _t-. Co�parlsan Df CattJe Polj_cics 3-et\�.recn. t��c S1J2_.,\re-.;':' 1\Te&:..>. f�,e. 20. q. 0. C OJ::.l; ��:.J� i �j 0 l} of .2J:��cp PoJ.icins Bet�ccn Su:::vey Fro s s o • 0 0. tl:.'2. .. 13. 6. 0. Co�parlson.of Stock T�o-Survcy �reas o. Co:�t.};; 2..ri s or1 o:� l":.t t 2. i n:n :.; n t:. 16. 0. an. .... fa.., , .. ...._. +-·�1rl V V..J.).. '. Occupation. •. Rank Positions or Values •. 'l·"" •0 •. •. 1'1) "'·_l_ •. FcL.-"- ·1�-,l ..... · •. •. in •. n:·· ' -(.:). as. •. o. •. •. •. •. •. •. •. •. •. Goals. of Five racily �. •. •. •. •. E2spoD.scs to E;y-;.)ot:l�ctic2.l .Si-tuations Ir.t'l01"'�.rin: a C1t.oic-e Bct'\'.'e::Jrl Fc�l n1 Cttld F2mily Itsms • o ... •. •. •. 8. •. 76 77 77. 78. 80 8'1. 82 33 85 86 37. 92. 07, /./. 93 96 98.

(14) .. 22. 23. ·2. 4. xi.ii. (. PRrticipntion in Farmgl 0·-. ,.,.. •:J""". .i-�(.A\.J ...... <::)·I-..:;.L .._•".."'il) ;::_� J. (_:,V-1..: __. Perceived s�}� s t e !T�. o. �dvantuces �. of. a. tl. Perceived Disadvantn�ss R o. c e �;�;.r s teLl e o . G. 26. •. 0. In.tcr--.fr:J::ily Soci.::·l Contccctr:; o. 25. '. o. •. �. Farm l1 a.c e. of. o. �. 0. n �. •. Farn. 0. 0. l�x:ten.t �ncl 1\ cCtlre.cy· of l�t1o·.,�.�J.c::;l.��:; o.f IEdi vid'J.<.::.lc� i n each Su�-:'VCJ !'.J...,cc: vrho 1"1:1,re a. Fc.trJjl Ra.ce o�c IJCt1le 6> �� • o ... 28 29. 30 ·. Predicted Sources of Further Information on Fnrm �ace Systens. of. a. Fodder. �. Crop. •. Exte:nt 2 nd AcelJ.r<.::.cy o.f r::no-_·;leJ.ze o f I11cli ·v'"ic1t1aJ s i r! e:-.1c� SlJ.r\;-:::,�r D.-r�ec.. VJllo w e r e usins an !ntsnsive Crop Feedinc System .. • Attitu::lcs. tovrc..rds. Situations. ". 1 09. 33. •. •. o. •. Extent a n d 1\ceurac:.'.. o f Y:;J.or:lod�:;o of Individuals iti each Survey �rea w�o have tried· C��c::nlica1 Re:1ov.::tion of Pastures • • • 0 • • c· •. Fredieted Sourees of Further Infor;nati.on o n Che:r.ical r�et�cds o f Pasture 2e�ovation • • •. Eesrondents'. Pcrce?tion o f o f Nitrocenous ?e�tilisers •. I'roperty. 35. 36 37. 38 39. •. o. •. •. •. tb o. on •. •. •. •. 0. •. � U -.; C' ·O ...., . 1:l S •. •. Predicted So�rces of Further Inf0rmation o� N i t r o �e n ous F e rt i l i s e r s Vacuum Ps.c�-:ed.. S i 1-:::..c;e. .,. •. Predict,:;d Sources of Further Info:r.,lilation e n Vacm.1n Pacl::�C·d Si.lac;e. E:-::�ent O!"":td. :'\..ce1.�.rac:;r o f Kno'Nlodze of Incli vidu�::.J.s in e2-c:: 2urvey Area v.rho h::.:v·e or e..rc f·.1atillG T��J·re r:.oGc;c·ts • a. ... Predicted. . 0n . .L vl --. 0 r1. ,. ., .., ' ....T-o ;"'00t:; t. So�rces. r" i ,.J 6 1"� '- tl ·.o_l. .. . _ , __. :-•\ o� ;--J. r_. •. of Further .L. c- .- '"'. c•J. 6. Inform�· •. •. •. 114 114. • 0. 0. 118. 1 20. o. 40. 112. •. •. rr;e:::1 e. 110. 0. Situations in v1l�ich Respondents :E a;ytry �itro;enous �ertilisers • •. h&.ve. 1 07. 1 08. •. 0. i n v:hich Responclellt:;; m. ay. �.enovC�.tion. 1 05. Cher:.ieal "Renova-. �. t r;y Ch c:::i c o l T.:etboc.s o.f ?a·sturo. 32. (}. •. tion o f Pastures. 1 03 1QLj.. •. e. •. 1 00 1 02. o. 27. eo j ;J. •. /1I � /II.

(15) :x i v 'l' .s.b l c. :.1 :·r 0 �..::... lJ. _ !. -�� -!� j. t 11 J. c .�: 0 f �i e s :) C ;:i_CJ G n.t ;:; t c_; ·.·.; � �. r·C_ E3 :·.�e.t i :�: \r c 7.-��·r_"t ]_ i r:.c� Tic� j_ f.c� J:' s c :r 1I' I' .:�d. i t i o ;.J �:. 1 �. s ·� _f T�:.:.., c s d :-� o .. l:·r � �l i e �; c; cl S e;1_l�e c :.--: �� c !: 1?1)l� t l--_ � J: I r1 f o r r:! ;:; t i ,- r1 () il � !� :.� �� -� n �� r e :1r 1 i n g He i f c r a o f J e 0 f B� 2 e d s .. 43. 45. o. �. ". ". ... on. 1 26. I nfor � �t i o n S ou � c c s � n.r:.l:. C (1 J, c c or �� :i. ne:; � o tn � r l-.1.� :-; i_; i n. t; 1": e i r V� l. _\.j ._ . ·1 l. � � ' ___ e D c c · o � ,\! � -�, · �v n l � at � o n o f s �e� lJ , ....,.. ..... � \.. .· ....._) ..._ .. 0. '1 6. 122 1 22. 0. R c �-; �� () :1'] c !l t s E:·�l·-·_. l '-�- �-� o, t i o �l c ;· �--:. :: r:t s o r � :J f o � 8 2 l s c � i o n o � � Gr t i c u l �r S ou r c � s c _f I rl f OI' r:: ;..:._. t� i o n ·G o C\7" :-.: r· c c �r:.::: e. rr r:: c. �1�.1 �� c �� l ] �)_r �;: i :� c; T'r· ot� l. e :11 ?r c d i c t e d S our c e � F i n an c i al F ar n i n :. 0. I n f or n � t i on S ou r c e s � e �� e 1 � c c o rd i n � t o t � c � e s u o �i o n � s ' T r u s t i n t h e i r ' C (; '..-" J� u. \T l ... · 'n c 11 _.:" ·, _-:; ·I..: e �::r:· "I .) J... nc t.:; o I;l.J.�C a ,l�,.i 2 \tl Fr e.c t i ::-. e i n t o C·_::; s r· o.t i c n or Ov e r c c ;�: i n;; 0 :!::':c ob l o r:: s t !-:. :; t T''- <Y or i s e. 1 26. �. •.. L!-8. 5n ·�,. 51. 53. R e s p o nd e n t s ' C l a i n 3 as t o t � o :!'1"\ e <1 1�1 c n c. y \:.:-j . t :� -:/'� i C. h () t�-� ,-:; T· � <ii.� r� s !' .s c a l l o n t � e m t o � i s c u s s F s rc i n G e r • se ek A�vi c c • 6 "Sx t e nt t o 7·hi e h J<' c:, r :T: D i s c <.i. s s i. on. At t it; 1.d c t o ','.r<:l :::-· c1 �r e s e Ec e I rm ov .::J; o :r s i n 2. J i s t r i c t. 55. 56. of e. F armi ng •. n e :;: or o e ? c- s ::: o n::::. e �t� S Fr� ::: u ·:; nc:r C c � t a c t �i t h V�r i ou s For�s o f. 0. •. •. •. •. •. of •. �l sl c o m1;e ·? e sp O l"': :!. c r1 t s F.:.� o q 1J e �l C- ��r of C c n._t 3.ct '.��· i t :� 'T :::.::.' i o u s F o J:';:n s o f _!�dvi s o r :/ ?.� e c: i e. � • • e. •. •. •. •. •. ��u.rrtEC..T'jr o f t l1c !.t e ];) o � o D. J� c s l; Ci 1:(.1 c r.rt; s C o �t ac t s nn1 Pr e d i c t e d S ou r c e s o f "" r� . � ,., �·� -..... � Q l..l.. "' }i' ::; I l1 f o r�_l.o.C. l• i o .J.r'l f. o -e•. t· '' e V U�.o :J.. Pra ct i c e a S',EniJw.r;y. of. o. --. •. the. �. > .o. J.. I. :i <.� l c o rnb e. ,...._. •. .. o. .::.:>. :3tlnt.·E��r::r. 0. •. ? e ;3 f-' C n8. e l--.: t �-:;. C o r: t ::o. c t s <::. �1d Pr e d i c t e d S o-J r c s s o f I n f or !":: a.�� i o n f or t ll o V <:.r i ou�J }i' e.rin 0 PI' o.c t i c e s • 0 • 0 G 0 •. •. 1 ?8. 1 29. J i s c u s s i o n o f ? sr 2 i n� ��1 New Pr ac t i c e s w i t h I n � ov � t i ng � s�� G r s. ..L. 54. o. 1 )0. 1 )0 1 31. 1 32 13 3 1) 5. •. o f ·tl1 e �x·t e: r:t c, f ��:�o �.:-\:-l e d c e o f I nd i >.r i ,-'J. '..w.1 s i n t h e J. s p or o e_ G m:-vc y l� J-:' C a c o.1... I\ 3ri n.c; o u. t \l Cl.r j_ o u s }:-·I' [:.!. 8ti c c £3. 1 39 1 lf 0.

(16) 1 !�.2. 57. 58. 59. B 0. s i �; o f S t� c c �-::. R e 1) 1.1t 2t i o n et. 60. 63. u. P� e f e r r e d F o rms 0. 6 '-�. 66. •. .t�t; t j_ t u_c1 e s T o ·:Ial'-'1 = � ;: � �11 -t� i i· l (� ·or· c �c 1'1i n G l�r c 2: r e.:1� �a e r:, f o :c Y o t1.11g -��h e e p o o. S2. -'. '1 Ll-'7. C o mp o r i s o n o f t h e Imu� e s o f Dr e n cb t�s. tlll .f e c "l� ttr ers t.c; c o :� �l i 1.1 [; t o ·t 11e :� rl S1J.:l:1ne c1 O �:; c; o o -1. D l J� .f e �c e nt: i -3.1 S e o r t; �-;. 61. 6S. 1 Lj.Lj.. P. e ;_"i. fi O tL �) f o :r.· lT :-; c <) f V a.r i c �. 1 �3 Dr e nc h e s o n C at t l e. C o :np ?-.r i s o n of t; i o n C o r1 t ?.. c t s. 0. t h e :'h:rr:b e: r o f i n E : ;_ c l1 Al-. e o.. C h ar a c t e r i s t i c s. .. R e su l t s. o f Pr o m o t i o n al. o f Nrune d. bf R e �� c s s i o n. 0. I n n ov at or s. 67. R e l at i ons hip B e t w e e n. 68. S au r G e s o f As s i s t a n c e i n S o lvi ng T e c h n i c al F arm i ng Pr o b l e m. Index. a nd H o p e s. or. •. o. o. •. •. a. '1 11- 8. '1 50 1 �)1. 1 5). 1 56. '1 5 7. ·o. U rb sn i s at i o n. ts p i r at i o n s. 0. 0. I n :f orT> c:. �n a l y s i 3. •. I. 0. 1 59 '1 60.

(17) 2. C ;.;.t 0 :�f) ;_·· :]_ �; 2 t i o 1�: o :' -·� �_l op ·�·: .� r · ::; o :·1 t l: e B El r..� _:_ :-:: c f t :1 e i ::._ · � ·�: 1 cr� i -;; ::; !!' i r: c <) f .!� d. o p t: :i. c n o f I n ;w '/ :..� t i o : ·, ;:; o o. S �::. ! �.�:1 �!J� :;r o f F �l C- t o r s I r:.f J . :.l � r c i r1 c t d op � i. o n a nd D i f fu s i o n. 5 6 7 8. 9. I � c c a t i o r:. s H:::',l c c :-:!'.l o 81)_:c v e �/ .r:r c:� a.s TI. c �; o r o & S ur v e ;y. ::1. �1cl. T?,;_, ::;) o :� o �i. .� r c E'l. Ln c at i o n o f H ul c o �b e. 11 12. !! 6. F <: .n'l B otmc:. c:.r i c s S u� v e y. tr e a. C o l�:p :ofi ::o o n o f t h e !J i s t :-::· i b Llti. o n o f R e �. p o cd e nt s 1 .!<� c Gr CJ U:;? S i n :S 3.eh S u1 \r 2:T _\.r s a. o o ... 10. 1 '7. c. Nu�� e r o f Ch i J ( r e � S t i J l D e p e nd e n t O G I ar e nt s. at. ;: o r:J e. T1'. C o � l_) o r i s o � o f t h e D i s t r i b u t i o n o f A � e C 1 w: �; e s o !' 'S :2 ::5 p o l�:.l e n t : : 1 Ch i l d r e n i n Ec.. c h S u ::.� v s :r f:c e c. 0. 0. 0. 0. L� (. 86. a.n:1. 0. -,. 0. .. •. 8 �3. 88 90.

(18) X7i j _ ��. C: 'i'. /\ e t i ''E':. _,_. T"'. _._J. 1). L �. J' T •. ·.. (�. 1.._1. ep:pr o v :::J. o f 1 or : -' ;::.; r e e:nc nt i n p.r i nc i p 1. r.>. ':i i. t �l S O � l -2 .:�: I"' �: c� t i c c- 6:!: i cl e [l o. i !·:,r e; l ·I e r:� ') 1.:. � -.:: i t :-1 n n. j_ r_ _f ·J L' !�:.:�_ t i_ � - �- s o u r, C, r3 to c1 c t i 'l t:: l�T s ;..:; e l : n -�-· 2: J:' :..; n;l .:1 l i r� t c r· t:.c t i a r:. 01� c o �"2. _f.r o r-rb n t i o n. i_�_, i t l � c: G O tl_r r: e c) f i n f o :c :r:1 9. t i. e n " c o n t i �1tl s d i r:· ;· l e ·:-·�;:� :. t ·· ::..t i c �1 p c� r i cd. ) o f ,; c,�_: i;; r>·;' �' c t i c c::. o r}. li s e. or. ( f o_:. ... i ,:1 C: El .. e.. f av our ab l 8 d i � p o s j t i c � to �ar � s a n e w p :: "' :.1.. c t i c c c i· i �3- e r; �-- �� n r e s 1.1 l ·t o f f e r:·1 i 1 i c.T' i t ._/ \#.r i t �"L ;;_ f u r1. c t :L o n.-::. J.. l jr r e l �J. �; 8 (1 l; �, 3 c t i c e o :: i cl c f'l (J. F a.r!:-l .:�.d. \ri s c� r s , :��t '::: n. s i C J 1 ·\>1 c r·J.' c J.""\ s e. !'"l�"l. I" C �Yc e s t:: 1 1 t s. t i. 'Ie s o .r C o m:: e :!.' c.:i. c.l 1 1 r ;-:� s .s.r s 1 ncl l v:1. ch:. u l :-_; F:-T'Tl :? r l l y e rr� l o y e d t o p r ov:i. d 0 wJ. v :i C '� 5 �. n f o :c'r., ': t :i. o n. n ri d t �� c"i": rl i c s J. !="� 0- J�"\_ri. c. e c -�� o f 8..J"":l:iC I' S o E-.:<:t e r1 s i o r, -�T.' r:) r·�-�- e r s i rl e J. i.l.C. e l: c O IJ l e · s u_ c :.1 ::}s !.1 O D e :F:�c o n.o;�� i s � s , S o i J. C o �l s e r \.r c:_t: i. c: r: i ::, t: s o r1CL S � e c i a l i.. s t f..c� vL� r-: r s ':)ut t h e t c r � 1 h s s b i.: ...� n u s e d i n � : e n P r o l � g y i n t � i s s t udy t o . i n c l�d e s. l l t h o � � e . � r � i v i d u a l s. + �� o s � r v e . . ' . f 2 r oe � s 1 n e n s � v l s o r y c 9 p a c J : y W l � n o u tc e r J h a s i s o n s up e rv i s i o n o r G a l e s pr o :·:wt i o n . _ F e:1.rlf1 in g t r o.cl J. t l o n t h. e pr. ::t c t i c e and ph i l o s o_p�y o f f ar r� i n z; , o .f :: c n s _::-> c- c. i f i. c t o e p �':r· !-; i c ul a }:' c: ::- e a , '.'Jhi c'::. d c v e J.. crs i n e. d i s t :..� i c t . F or � a J. i nf o � m at i o n s o u r c e s i nd i v i. d � a l a o r o r g a n i s at i c c :-:1p l oy e c1 t o -:-_; ro v i -:J e aJ ·-ri c e a ad i. n f o rm s i.; i c �- o �. f (...i. .. -: -, ···p-; o -n c , r ·). - � ... i- , , �:. l 1 --: r .f' l.... Cl .::. c -f �� :; 1_-:: ,·r ..• P. _..... C l . -=� _-,_,_ � � ..._ ._, �,.. l ..., ./ . � . l . r;.:. ..._ ..__) .... . i. r; f l u o n e: e o r !:::· a l e s n 2.11.::: £:: i p . t1. Infor�El. ..J.. ...., ......,. .... - -. �. -. L. --. i nf orm a t i o n s o ur co s i nd i v i d u �l s , s u c h a s f r i e nd s a n� n e i ch � c u� s , wh o a r c n o t e �p l o ye d t o pr ov i d e 2dv i c e nnd i n f or n a t i o n t o f ar n e r s but f r o n wh o m f armer s Ta� s e e k i nf ormat i o n �. I n:2.ovat i o n. I n n ovat o r. __ ..L :. or. a n id e a p r �c t i c e t � a t i s n e w b e c a u s e i t d i f f e r s f r o :n o x i r:,. t i ns pr a c t i c e s o r i d e a s ac c e p t e d 1 n a d e f i n e d s i t u u t i o n .. a p e r �w �:. u s i. n s an i d e B. or pr n c t i c e '-"!h i c :1 i s s ub � t ant i a l l y d i f f e r e nt f r c n t h e g e �e r a l l y a c c e p t e d r 8 nc e o f i d e a s o r pr ac t i c e s i.t') e. 5 i \T F n. ar e a. ..

(19) ::vi i i Mo nt e. Carlo. s i mu l at i o n e. s i. !rtl.l l s.·�� c d !? .o.n: l-· J. e /"' · s i �tll)_]_ e. t s r!. s D.�::.r,: }_ c i s 1J_ G 11 a l l�y t tt �-� r:; r.l l) C C, ()i_1 S e :L t ·_;_r c u l (i b e r: i t h e r ir�·r o s ::; :i.. tl l ::; , o ,, t o o c-: :' e 11. s i "'.T 0. Lo t at � an c c � u a l pb� s i c � l s a2� J. � . The t o. e hn i q1..1. e i :lvo 1 ve ::; r- e r L:. c :i. nc; t !J s a c t u a l. un i v e r s e o f i t e � s b7 i t s t h e o r e t i c a l c o u n t e rp ar t - us u � l l y d e s c r i b e d b y s a n e a s s :1rn e d :pl") o b tlb i ]_ i -t��T !=� .i. 3 t ·r i l) t1 -� i o n i o n.d t � e n s a�p l i ns f r o � t h i s t h e o r e t i c a l p o p u l at i o n by rn c e. n s o f .:; r o.�1d o n m..1mb 2 r t cJ)l e . �-.

(20) I f T R 0 D U C T I C t.. Pr e f e:-:..c e . ,. F arm Ad v i s e r s. of. C o mm e r c i al f i rm s. or. c h c:mc; e. i nv o lv e d i n t h e p r o m o t i o n o f. i n f ar m i n G; p r ac t i c; c s h av e. wid e ly t h e i r c o n c e rn has. (i). i nf l u enc e. ext e n d s. ar i s e n f o r. t hr e e. An. a t t e mp t. of. t he i r. c h anc e (ii). to. b e e n c o nc e rn e d. 1n a d i strict .. with. of. d e t e rn: i n e. m e thod s. au t h o r i t i e s. Thi s. the. e f f e c t i v e r.. e s s. or. app r o ac h. is. f o r rec ords. if. n e c e s s ar y . e.nd r e p o r t s. .. s �t i s f ac t i o n. ( r e al i s a t i o n. the i r. j ob i s. i nd e e d. o b j e c t iv e s. and i s. a w o rthwhi l e o n e . ). al s o. e x t e n s i on w o rk e r s ' If. the s e. i nf o rm at i o n amon,,� s t. c entre s. f ar m e r. on the. c o nt ac t s. c ont act s. other. a. a.dmi ni s t J� at o r s o r c o n t r o l l i ng. F o r p e r s onal. I nt e r e s t. h o v1. g e ne r a l r e a s o n s :. T o p r o v i d e r:wt e r i e. l. th at. i nf o rm at i o �.. i mp r o v e m ent. eff ort s i n order t o d e c i d e. r e qu i r ed by. ( l. l. l. ,'\. and_ r e p r e s ent at i v e s. :r�xt e n s i o n v.J o rk e r s. e f f o rt b y ext e n s i o n p e r s o n n e l. r o l e p l ay e d. i n f urt h e r. ar e. f arme r s. achi e v i n g. eff e c t i v e. t h e n some. c o uld b e. it s. by t h e. e xt e nd i n g in. e xt e n d i n g. dup l :L c at i o n o f. avoid e d ..

(21) c:. Scope. Thi s. s t udy. is. of. St udy .. c o nc e r n e d w i t h t he. i n f o r m at i o n o n s e v e r a l. d i f f e r e nt. g e o gr aphi c al l y d e f i n e d. g r o up s. o ne. of. of. l o c at e d s o u t h e as t P a l m e r s t on N o rt h .. It. i nf o rm a t i o n w i t hi n t he s e. on c ertain two. t o d e t e rm i n e. ind i v i d u a l. of. by two f ar m e r s ,. other north w e s t t he. role. f ar m e rs. n e w f armi n g t e c hn i q u e s. in. of. s upp l y i n g. and m a t e r i a l s. ar e as .. C o ns i d e r at i o n m ay. a f f e c t · f ar m e r new. and. s o urc e s. Z e al and she e p. R o t o r u a and t h e. b o t h e xt e ns i o n p e rs o nn e l. of. f ar m i n g t o p i c s. of New. s e eks. us e. of. s ome. asp i r at i o ns. i nf o r m at i o n w e r e. als o. so c i o l o g i c a l. f ac t o rs. t hat. and t he i r m o t i v .a t i o n t o s e ek. i nv e s t i g at e d .. pr g an i s at i o n . An aly s i s. of. t he. r e s p o ns e s. o b t ained. from. a p e rs on a l. i n t e rv i e w. q u e s t i o nn a i r e. admini s t e r e d t o s i x t y f ar m e r s ,. f or m s. t he. b as i s. s t udy whi c h i s. b r o ad. c at e go r i e s. (i). of. this. A . r ev i e w. of. diffus i o n ,. l i t e r at ure ac c ep t anc e. i nn o v at i o n s ,. ( ii). and. This. and. An an alys i s obt aine d .. to. t hr e e. t he. o f i nf o r m at i o n ,. aff e c t i n g. and ad o p t i o n .. i nc l ud e s. e xp e r i m e n t a l m e t ho d cho i c e ,. app l i c at i o n and p r o b l ems. (iii). i nt o. ad o p t i o n o f. m o t iv e s. A d i s c u s s i o n o f t he us e d .. p e r t i n e nt. i nc l u d i n g s o urc e s. f am i l y f ac t o r s a.c c e p t anc e. o r gani s e d. p r e p ar at i o n ,. e nc o u nt e r e d .. and d i s c us s i o n o f. the. results.

(22) II .. C H AI'TEH. 0 }i'. R E V I E l,-J. L I T E R A T U R E.. Int r o duc t i o n .. A review of. l i t e r at ur e. diffu s i on ,. ac c ept ar1c e. and. pract i c e s ,. e s p e c i a l l y i n rural. l i t e r at u r e. revi ewed w a s. c o v e r i ng the. ad opt i o n. of. d i s s e m i n at i o n ,. innovat i o n s. s i t u at i o n s ,. was. and n e w. m ad e .. c h i ef ly f r o m t h e f i e l d s. of. Agri c u l t ur a l Ext e n s i o n and Rur a l S o c i o l o gy a l t h o ugh l i t e r at u r e. i n the f i e ld s. Anthr o p o l o gy w e r e. al s o. of. G e o gr aphy ,. a. sp e c i al i s e d m e t h o d. A f u r t h e r r ev i e w of c o llection,. S om e. from thi s. of. l i t e� at u r e. of. So c i o l o gy and. it. b e c am e. app ar e nt. d at a c o l l e c t i o n w o u l d b e. l i t e r at u r e. q u e s t i o nnai r e. und e rt ak e n .. s om e. i nc lud e d .. F r o m thi s r e v i ew o f t h at. The. c o nc e rning m e t h o d s. f o rmu l at i on ,. the more. imp o rt ant. of. r e qu i r e d . d at a. and i nt e r v i e w i n g w a s c o nc l u s i o n s dr awn. s e c o nd r ev i e w which f o rm e d t h e b a s i s f o r t h e '. f o rmul at i o n. and. q u e s t i o nnai r e i t s e lf w i l l. be. admi n i s t r at i o n o f t h e p e r s onal. ac t u a l l y u s e d , the. s ub j e c t. of. ar e. i nc lud e d but. i nt .e rv i e w the. a s e p s. r at e p ap e r .. r ev i e w.

(23) SECTION. '+. 1. Ad opt i o n and D i f f u s i o n .. K at z Levin and H ami l t o n. ( 1 963 ) d e f ined t h e proc e s s. o f diffu s i on a s t h e acc e p t anc e over a p er i od o f t im e o'f s om e s p e c i f i c id e a o r prac t i c e by individuals or o t h e r adopt i ng unit s l ink e d t o a s o c i al st ruc tur e with a giv e n s y s t e m o f v alue s o r c ulture and sp e c if i c i nf ormat i on c h anne l s .., Int e r-di s c ipl inary Th eory.. 1.. Anthr opo l ogy. The d ev e l opm e nt of re s e arch int o the proc e s s o f. d i f fu s i on i s d e sc r i b e d b y R o g e r s. ( 1 962 ) .. He p o i nt s out that. e ar ly worke r s in thi s f i e ld were anthropologi st s w i t h an i nt e r e st i n " ac c ulturat i on " s tudi e s ( i . e . i nv e st i gat i ons. of t h e ac c ept anc e and s o c i al c on s e quenc e s of mod e rn vl e s t e rn i nn o v at i ons i n primi t iv e s o c i et i e s ) and h ad ini t i all;y. c on s i d e r ab l e i nf luenc e on the other s o c i o logic al di s c ip l in e s .. 2.. Ge ogr aphy . ��h i s i nt e r e s t i n '' ac cult ur at i o n " h a s c ar r i e d o v e r. t o Ge o g r aph e r s , m o s t n o t ab ly Hag e r strand ( 1 96 7 ) who b e c am e an. i nvo lved w i t h h o w t h e adopt i on of. innovat i on b e c ame. w id e sp r e ad i n a s e t t l e m e nt , onc e i t was i nt roduc e d . H ag e r s t r and ' s s t udy o f diffusion t i me and s p ac e .. He. l .. <-' ''-'. based o n c onc ept s o f. c on s idered that diffu s i on f o l l owed a. p at t e r n o f :. (i). (ii). Lo c al c oncent r at i on of i ni t i al ac c ep t anc e s . H adi al di s s eminat i on outward s from the s e init i al c onc ent r at i ons ac c o mp ani e d b y the. •.

(24) 5 rise. of. s e c ond ary c o nc ent r at i o n s whi l e. o r i gi n a l c e nt r e s. c o nt inue t o i nt e n s i f y .. A s at ur at i o n s t age. ( iii ). the. at whi ch g r o w t h. and. d i f f u s i o n c e as e s .. ( 1 969 ). Keys. s u g g e s t s t h at. p r op o s e d b y H ag e r s t r and i s. a s the di f f u s i o n p att e r n. c on s i d e r e d t o b e r ando m l y. d e t ermined. w i t h i n c e rt ain c o n s t r ai n t s ,. t e c hni qu e s. c an be u s e d t o. of. the d i f f u s i on proc e s s. mode l s ,. however ,. c h ar ac t e r i s t i c s. 3. •. s 0 c i 0 1 0 p;y .. Rogers. T arde. with the. f o l l ow s. f ormu l at e t h r o u gh. h av e not. also. t h at. sug g e s t i o n t h at. m o st. of the. the. s oc i o l o gi s t. Rogers. •. s o c i al i n s t i t ut i o n s. ado p t i o n/d i f f u s i on p r o c e s s . and i nt e r ac t i o n ar e. oft en. grap h s. or. s o c i o gram s .. prefer. to. a s s o c i at e f o r. s i t u at i o n s .. R e sp o ns e s. e rnph a. s i s e. t h e_ �do t i o n. o r g ani s at i o n and. Th e n e t w orks. s o c i o grams may h e l p. ar e. asked. ac t i v i t i e s. by m any . to. of. s o c i al. r e l at i o n s. i n t h e f o rm o f d i r e c t e d. s h o w p r e f e r e nc e s. ar e d e f e r r e d t o. and f r o m. r a t h e r than e l uc i d at i ng t h e. specific. of. such. and t h e. I nd i v i du a l s. who. c on s i d e r s ,. t o w ard d e f i ni n g t h e n at u r e. d e p i c t ed. l e ad e r s. Gabr i e l. with the. o f r e l at i o n s h i p s . b e t w e e n i n t e r ac t i ng indivi d u a l s ,. t h e or� o f. app l i e d .. ad o p t i o n o f n e w i d e a s. did not. s o c i al n e t w o rk s. o f p e r s onal. whi c h t h e y ar e. over t ime .. T h e i r i nt e r e s t w a s m o r e. t h i s i nf e �r i n g. Such. inc l ud e d anal y s i s. e ar l y s o c i o l ogi st s ,. e xc e p t i o n o f R aymond Bow e r s , proc e s s .. and t i me .. c r e di t s t h e. a n o rm a l S - s h ap e d c urve. h o w ev e r ,. s p ac e. as yet. s i mul at i o n. a p r o b ab i l i t y t yp e m o d e l. o f t h e p o p u l at i o n t o. ( 1 962 ). Mont e C ar l o. and. with. o r i n p ar t i c u l ar i nt e r -gr o up. The g e n e r a l. d e t ermine t h e. whom t h e ;y;. r at e. s t ru c t u r e of. sp r e ad.

(25) of. an i d e a ,. o r i t s p at h .. '. Boh l e n. ( 1 962 ). and H aud ab augh. h e lp t o. e xp l ai n r e l e v ant. i n a c o mmuni t y i t d o e s for it s. o r i e nt at i o n o f o b j e c t iv e s. i nt e r e s t. not. i'J i t h t h i s. and t h i s. by. is. s o c i o l o gi s t s. Rur a l. and i n s t i t ut i on s. of. is. c o n s i d e r t h at. am o unt. l nf l u e nc e. b r o ad e n e d w i t h t h e. ( 1 967 ). t h at. ado p t i o n i n t h e. S o c i o l o gy f i e ld s. media on. r e s ul t. t h at. there. c ome. an awar e ne s s. av ai l ab l e. of the. i n t h e f i e ld s. and Rur al S o c i o l o gy .. A�r i c u l t ur a l Ext e n s i o n .. from. the. mas s. an. in the diffus i o n proc e s s .. l i t e r at ur e. S o c i o l ogy an�. of. ·. o f K at z ,. Th e s e w o rk e r s c o n s i d e r t h at. int e r e st. of. app e ar s ,. the. swinging t o m o r e p r ac t i c al. r ev iv a l o f i nt e r e s t h a s. It. and. ( 1 9 54 ). i n the. Agri c ul t ur a l Ext e n s i o n. J on e s. s o c i o gr am m ay. e nh anc e d by t h e c omme nt s. ( 1 9 63 ) .. a r ev i v al. c o n s i d e r ab l e. 4.. by B e al. e xp l ai n t h e und e r l y i n G r e a s o n s. s o c i o l o gi s t s. i n s t i t ut i on s h a s. has b e e n. of. al t h ough t h e. s o c i al p r o c e s s e s. and H i nk l e. and H am i l t on. s o c i al. a s p o int e d out. s t r uc t ur e . H i nk l e. Levin. Howev e r ,. 6. Gr o s s ,. i'J i l k e n i n[� e t. d e v e l o p m e nt. al. ( 1 9 52 ). of r e s e ar c h i nt o. and. diffu s i o n. Agri c ul t ur al Ext e n s i o n an_d R u r a l. ar o s e. i n i t i a l l y f r om t h e. i nt e r e s t. of the. U . S . D . A . Ext e n s i o n S e rv i c e i n ev a l ua t i n g t h e e ff e c t iv e ne s s o f d i f f e r e nt. m ethods. R e c ently ,. R e s e ar c h h a s t e nd e d t o c o nc e nt r at e .on. the. imp o r t anc e. the. acJ o p t i o n and d i f f u s i o n p r o c e s s e s .. h av e. of. o f e xt e n s i o n u s e d by f i e ld o ff i c e r s .. d e c i s i o n m aking. b e e n i ni t i at e d. as. a r e s u lt. of. and the. Ry an and and. Gro s s. ( 1 94 3 ) .. ad o p t i o n w a s. Thi s. f ac t o r in. Thi s t e nd e n c y m ay. the. d i f f u s i o n o f hyb r i d S e e d C or n i n t w o. t ime. c l as s i c a l. s t u_dy o f. I owa c ommun i t i e s by. s t udy r e c o gni s e d t h at. a c omb i n at i o n. of. s ev e ral p r o c e s s e s. ac c e pt an c e over a.

(26) 7 p e r i o d o f t im e .. They p o int e d out t h at t h e ind i v i dual f ar m e r. app e ar e d t o pro gr e s s f r o m a st age o f aw ar ene s s o f t h e n e w p r ac t i c e t hrough a st age where he b e c ame c onvinc e d of i t s app l i c ab i l i t ;y t o hi s s i t u at i on s o that h e vi as p r e p ar e d t o t ry i t .. As suming s at i sf ac t i on w a s o b t ained f r o m thi s t r i a l ,. c omp l e t e ado p t i o n f o l l o w e d .. The Adopt i o n Pro c e s s . W i lk e ning. ( 1 9 53 ). prop o s � d a p ar adigm o f thi s p r o c e s s. whi c h has b e c ome known as the ac c ep t anc e o r ado p t i o n p r o c e s s . \v i l kening ' s p aradigm c on s i st e d o f f o ur s t age s ;. ini t i al. kno w l ed g e ab o ut a p r act ic e , i t s ment a l ac c ept anc e as a '' go o d i d e a " , i t s ac c ep t anc e on i t s ad o p t i on .. a. t r i al b a s i s and f inal l y. R e c o ns id e r at i on of W i lk e ning ' s ini t i al o ut l i n e. r e sult e d i n the divi s i o n o f hi s fir s t two st age s i nt o thre e . The re s u l t ing f iv e s t ag e p r o c e s s i s now w i d e l y ac c ep t e d p o s s i b ly d u e t o t h e w i d e c i rcu l at i o n i t w a s given p art i c u l ar l y by t h e Sub - C ommitt e e f o r the Study o f t h e D i ff u s i o n of F arm Prac ti c e s , an ad junc t of the North C entr al Rural S o c i o l o gy C o mmit t e e .. B e al and Bohl e n. ( 1 9 57 ). p r e s e nt a p r e c i s e ac c o u nt. o f the v ar i ous st age s of the f iv e s t e p adopt i on p ro c e s s . Th e st e p s hav e b e e n t e rmed awar e ne s s , t r i al and adopt i o n s t age s ,. i nt er e s t ,. e v aluat i on ,. and w e r e d er iv e d o n a p ur e ly. B � al , R o g e r s and Bohlen ( 1 9 5 7 ) t e st e d. t h e o r e t i c al b as i s .. t h e c on c ept o f t h e f iv e s t age s and c onc luded that t hey w �r e , i n f ac t , m e aningf ul . C an1p b e l l. ( 1 966 ). however ,. argu e s that t h e m o d e l. t e st e d by B e al , R o g e r s and Boh l e n i s not p r e c i s e e n ough i n i t s d e f init i o n o f t h e s t arting p o int . i n the adop t i o n p r o c e s s.

(27) 8. and n e i t h e r d o e s i t allow f o r irrat i onal dec i s i ons e it h � r Has s inger ( 1 9 5 9 ) al s o. t o ado pt , o r r e j e c t a new ide a .. d i s c u s s e s t h e prob l e m o f why aw arene s s ari s e s and sugge s t s t h at p e rh ap s awarene s s. 1s. not t h e m o s t i mport ant s t ep i n. t h e adopt i on pro c e s s .. H e sugge st s that ext e n s i o n effort s. should b e educative and dire c t ed t o w ard prob l em s o lving t hus i ni t i at i ng the ad opt i on proc e s s by o v e rc oming doubt o r d i s s at i sf ac t i on w i t h t h e Jon e s. ne w. ide a or p r ac t ic e .. ( 1 967 ) has dev e l op e d a modif ic at i o n of the ...,. t r ad i t i onal f iv e s t age p ar adi gm of the adopt i o n proc e s s. whi c h mak e s s ome al l o w anc e for the s e c rit i c i sm s , ( F i g . 1 ) . The Ado n t i o n Pro c e s s .. '\:t=t 1 �. Problems. Felt Needs. Con�. t. A w a r c n e s s. I n t c r e s t / I n for. t. .j. �------ Chance. a t i o n - s ee k i n g. t i !. E v a l u a t i o n / M e n t a l C o n. v i c t i o n a n d D ecision. t. Tri aI. t. t. Evaluation. Ado. �. tion. Reinforchtg Information-seeking and Evalua,tion. Sourc e , Jone s. ( 1CJ67) p . 9. J on e s al s o p o i nt s out. that the maj ority of agri c ult ural i nnov at i ons are t o s om e d e gr e e sub s t i t ut e s f o r alt e rn at i ve s f or exi st ing prac t i c e s whi c h must b e d i s c arde d.

(28) 9 for. ad o pt i o n t o b e. few. s t ud i e s. h av e. ( a). of. c o mp l e t e .. thi s. s o ught t o. p h e n o m e no n .. d e t e rm i n e. btit. Ac c ept anc e. i nd i v i du a l wh o ,. o r p r ac t i c e ,. of. f ai l s. the. to. ad opt e d. as. at t i t ud e. i n c o nt ac t. c o unt e r p art s H av e n s. is. que s t i on the. and. of. and. of. are ,. r e garded. as. que s t i o n o f a new ide a. in the non. are. i. Tul y ,. the. It · i s. -. of. app e ar. to. be. ( 1 967 ). system. n e w ide as. t e c hn i c a l. aut h o r h a s. ( 1 954 ) ,. and Pr e s s e r do ,. of. however , of. a new. ide a. f ar m i ng .. to be. the. o n l ;y" and Tul ly. a d if f e r e nc e .. syn o nym o u s ?. as. c on t e nt i on t h at synony m s. o r p r ac t i c e s .. o r d e v e l o p m e nt. not. a l t ho ugh W i l k e n i n g ,. a c k no w l e d g e. aut h o r ' s us ed. h av e. at t i t ud i n a l. aut h o r ,. or p r ac t i c e ,. adop t i o n ,. this. ad o p t i on c an n o t. the. ado p t i o n. an. any d i s t i nc t i o n b e t w e e n ac c e p t an c e. ( 1 9 62 ). Ac c ept anc e. to. even. ad o p t i o n .. W i l k e ni ng. in his. who. s e ldom giv e n. f o r non. and li' l i e g e l. app e ar s ,. t r ad i t i o n al. ad a p t e r s. f arm e r s. Th e r e m ay b e. que s t i on s. or. ,,, ay thro ugh t h e. h a s n o t ed ,. i t s p l ac e. and Pr e s s e r. to ,. th e. only o t h e r worker the. Ki v l i n. a new ide a. c h ange. rai s e. e i th e r r at i on a l. m i nd r e a s o n s. the. adop t i on o f. d i ff u s i o n. adopt i o n .. p e r c e p t i on an indivi dual m ay h av e. w o rk e r w h o m ake s. (b ). f or. o r p r ac t i c e. ad o p t i o n .. ( 1 958 ). V./ i l k e n i n g. ( 1 96 3 ). w i t h who. of. ( 1 965). o r p r ac t i c e. it. e xp l ai n why n o t .. ( 1958). b e en. s t ud i e s. c o n s i d e r at i o ti o f. p r o c e e d e d p ar t. some new idea. Wi lkening c ome. ad o p t. S h e p p ard. o p p o rtun i t y t o as well. and C amp b e l l. ad o p t i on p r o c e s � ,. As. f o r non. Such i nd i v i du a l s. t h o ugh t h e y m ay h av e proc e s s .. S i m i l ar l y f e w. re asons. af t e r d u e. i r r at i o n al r e as o n s . mode l. t h e r e h av e. n o n - ad o n t i o n .. Both Bas singer the. However ,. of ,. ac c e p t an c e. 1n d i s c us s i on Ac c ep t anc e. of. and. the. i mp l i e s. a. a f av o ur ab l e m e nt a l at t i t ud e.

(29) 10 t oward s om e new i d e a o r p ract i c e and a s s uch c annot b e m e asur e d s i mp ly by- ob s e rv at i on o r p e ru s al o f physic al r e c o rd s .. Adopt ion , howev e r , imp li e s s o m e f o rm of ac t i on. which i s manif e st and h enc e c an b e r e c orded by o b s e rv at i o n o r p erus al o f r e c ord s . \rJi lkening. ( 1 9 53 ) l n hi s p ar ad i gm of the adopt i o n. p r o c e s s m ad e some al l ov1 anc e f o r t h e att i t udinal aspect of ac c ep t anc e and adop t i o n by c al l ing one o f his s t ag e s 11 Acc ept anc e o f p rac t i c e a s ' a good i d e a ' " .. Howev e r no. p ar adigm has as yet al l owed f or the s i tuat i on whe r e a new p r ac t i c e i s tho ught to be. 11 a. good ide a'' but i s not adopt ed .. ( c ) R e q u i r ement s f o r ad opt i o n . Adopt i on wi l l g en e r a l ly inv o lv e s ome f o rm o f c h ang e , whi c h may inc lude , ac c o rding t o Bohl en et · al (i) (ii). ( 1955) -. a c ha�g e i n t h e amount of human eff ort , change i n t h e amount o f c ap i t al o r physic al mat e r i al r e quir e d ,. (iii) ( iv ). change i n m anipu l at ive ski l l s , change i n m anagem ent ab i l i t y .. It i s obvi ous that an i ndividual c ould , whi l e me nt ally ac c ep t ing a n e w prac t i c e , r at i on a l ly f ai l to adopt i t b e c au s e i n hi s p ar t i c u l ar indiv idual c i rc umst anc e s i t i s i nappropri at e o r h e f e e l s h e d o e s not p o s s e s s the re s ourc e s r e quired t o eff e c t one o r s ev e r a l o f the t yp e s of change require d . F o r t h e indiv i du al t o overc ome h i s c onc ept s o f inad e qu acy , e xt e n s i o n n e e d s t o h av e provided him v1i t h t h e t o o l s o f t h e l e arni ng and d e 6 i s i on making proc e s s e s s o that t h e c h ange s that ado p t i o n of. a. p r ac t i c e w i l l require are.

(30) 11 s e e n t o b e p o s s ib l e ,. or t h e m e ans. of. ( C amp b e l l ( 1 962 ) ) .. r e ad i l y o b t ainab l e. achi e v i ng t h e m a r e. The D i f f u s i o n Pr o c e s s .. Ac c e pt anc e o v e r t i me. and. and Ryan and. ad o p t i o n ar e Gro s s. ( 1 943 ). ado p t i o n dat a app e ar ed t o f o l l o v1 an t ime .. Th e y f o und t h at t h e r e. t h e i r d at a and. was. ''. S". their. shap e d c u rv e. over. differenc e b et w e e n. a normal f r e q u e n c y d i s t r i b ut i o n and d o ub t e d. s p r e ad of. app l i e d t o wh at. A diffusion. t e f m e d d i f f u s i o n s t udi e s . the. o c c u r r i ng. s t at e d t h at. a wide. i f t h e n o r m a l d i s t r ibut i o n c o u l d b e. of. proc e s s e s. a n ew i d e a or p r ac t i c e. they. s t udy b e i n g t h e. s t udy. t h r o u gh a c o mmuni t y. ov e r t i me .. ( a) use. Use. of. normal d i s t r i b ut i o n c u rv e .. In spite. of. t h e s e d o ub t s. as. o f t h e n o r m il d i s t r i b u t i o n c u rv e. o f diffu s i on , devi c e .. i t h a s b e c o me. Rogers. ( 1 9 58 ). i nd i v i du a l. ad a p t e r s. ad op t i o n .. Thi s h e. of t h e. t o the validity o f the to. e nt r e n c h e d. u s ed it. to. de s c r i b e as. a u s e f u l h e uri s t i c. c at e gori s e m at h e m at i c al ly. ac c o rd i n g t o t h e i r r e l at iv e ach i e v e d b y c a l c u l at ing t h e. diffus i on proc e s s. n o r m a l di s t r i b ut i o n c u rv e. and div i d i n g t h e int o. t h e pr o c e s s. time. m e an t i m e. ar e a und e r. s e gm e nt s o n t h e b a s i s. st andard de v i at i on s f r o m t h e m e an .. S e e Fig .. 2.. of. a of.

(31) 12 F ig .. 2. C at er;or i s at i on of o f t h e i r H e l at i ve I nno v at i o n s .. Ad. o n t e r s o n t h e B as i s 'r i m e o f Ad o p t i o n of. Inflection Point. �. Early Majority. Inflection Point. ...... <. . late Majority. s. I I I I. 34%. I I. l I I. 34%. X. Laggards. 1 6%. Time of Adoption of I nnovations. S o urc e , R o g e r s R o g e r s t e rmed t h e two. s t and ard d e v i at i on s. i nnov at o r s ,. the. n e xt. s t and ard d e v i at i o n s s e gm e nt s. of. m e an c ov e ri n g. t e rm e d t h e were. from th� p e r c e nt. 1 3�. from the. c e nt r e the. e ar l i e s t. w i t h i n one. 68. e ar l y and. of. be t w e e n o n e. of the. m a j o ri t y ,. whi l e. be y o nd. ad o r t i o n and. ). two. adopt e r s .. t o t al. 1 62. The e i ther. s ide. p o p u l at i o n h e. the. f inal. 16. p er c ent. t e rm e d l aggard s .. Pe r s o n a l Witb. sectors. t h i s d e f i n i t i o n o f v ar i o u s. within the. Li o nbe r ge r bo o k. R o g e rs. proc e s s al. " Adopt i o n o f. and p e r s o n a l. of. New. from Ide as. Beal. and Boh l en. 1 9 53. tc. to. 1 9 60 ,. or. e ac h. workers. ( 19 57 ). ( 1 9 60 ). inf o r m at i o n secto r .. t im e. summar i s e d i n. and Prac t i c e s ". h av e r e l at e d d i f f e r e nt c h ar ac t e r i s t i c s. s t ag e s. d i f f u s i o n num e r o u s. ( 1955) ,. i n m any p ap e r s. ( 1 962 ). .Af f e c t i ng Ado p t i o n .. Char ac t e r i s t i c s .. i n c l ud i ng Boh l e n e t. hi s. me an t i m e. s t and ard d e v i at i on o n. F ac t or s. i..£2. (i.e.. p e rc e nt. m e an e ar l y. p e r c e nt. l at e. 2�. p.. 1 962. and. s o urc e s.

(32) 13 Much w o rk h a s c o n s idered to. c ent e r ed. d i f f e r e nt i at e. o n t h e s e f e at ur e s. the. v ar i o u s. and h av e b e e n u s e d i n c o mp ar i s o n o f d i f f e r e nt f e at ur e s seed. c o m muni t i e s . with. r e g ard t o. c o r n i n I ow a , Gro s s. ( 1957) ,. ( b). ( 1 9 52 ). P r o f i t ab i l i ty o f Gri l i che s. w h o h av e He. ad o p t i o n o f s up e r s e d e s a r gu e s r ap i d of. f ai l e d t o. S o ut h \V e s t. Kans a s. fertile B r and n e r. its. the. and h e nc e. e xp e r i e n c e. t h at. is. ad o pt i o n .. an. it he. ( 1 9 59 ) , who c r e di t e d t h e. with. as. b e i ng. e c o nomic. i t would b e. N o rt h W e s t. a r e s ul t. a s im i l ar. a s sum e d t h at. i nn o v at i o n , They. n e c e s s i ty i n s in c e. it. w as. b ett er. rap i d l y ad o p t e d . mor e. r ap i d l y i n t h e wh i c h. sugge s t e d t o. this was due t o t h e. Gri l i c h e s. ad o p t i o n .. H e nc e. w it h hyb r i d c o r n and n o t. a lt h o u gh c o ngru e nc e m ay b e f ar m e r wh o. of. ad o p t i o n p r o c e e d ed m o r e. o f p r o f i t ab i l i t y .. f am i l y. ac h i e v e d b y. p r o f i t ab i l i t y as p e c t .. s o r gum w a s. and St r au s s. of. a s c o mp a r e d w i t h o n e. e xp er i e nc e. c o r n ar e a s o f t h e. f av o ur ab l e. p r o f i t ab i l i t y. s o rgum i n K an s as. t h an an y o t h e r c ro p t h e r e , However ,. c o n s e q u e nc e s. and S t r au s s. or prior. hyb r i d. and. ado p t i o n .. gov e rn t h e r at e. app r e c i at e. a r g u e d t h at. ( 1 9 52 ) , R o g e r s ( 1 9 6 1 ). d i s c u s s p e r s o n al. e c onomic. ab s o l u t e. o f hyb r i d. c o ngrue nc e. Hyb r i d. ( 1 9 60 a , b ) i s o n e o f t h e f e w aut h o r s. Brandne r. s p r e ad. ad o p t i o n o f. ad o p t i o n .. a n e w p r ac t i c e. t h at. al l. i nf l u e nc e. t h at t h e. will. ( 1 948 ) d i s c u s s e d c o mmuni t y. and T av e s. ( 1 9 54 ). e mph a s i s e d t h e. c on s i d e r s. in. ( 1 9 5 6 ) , Li o nb e r g e r and C o ug h e n o r. Gro s s. c on s i d ered t o. are. gr o up s ,. ado p t i o n r at e s. t h e r a� i d i t y o f. Copp. ( 1 949 ) ,. and W i l k e n i n g f ac t o r s. Ryan. adopt i o n. wh i c h. f ar me r s ' as. a r e sult. ( 1 9 60 b ) c on c l u d e s t h at. a f ac t o r t h e N o r t h 1,1/ e s t. i n a h i gh c r o p yi e l d i n g ar e a w o u l d. Kansas. obt ain a.

(33) \. \. much gre at e r ab s o lut e yi e ld b y switc hing t o hybrid s o r gum t h a n h i s c o mp at r i ot in the l o w e r yi e lding South W e s t K ans as and h enc e h i s p r o f i t motive i s gr e at e r f o r ado pt i o n than a f armer i n t h e South W e s t .. fvl o t iv at i on . ( a) The o ry . T h e c onc ept s of motive and mot ivat i o n ar e sub j e c t s o f muc h c ont i nuing r e s e arc h .. :Numerous p sych o l o gi s t s h av e. sugge s t ed v ar i ous the or i e s cl m o t i v at i on w i t h the r e sult t h �b n o s ing l e pr e c i s e d e f i ni t i on has b e en e�o lv e d .. The r e. app e ar s t o b e a ge n e r al c onc ensus among p sycho l o g i s t s that a mot ive i s an ac t ivity ar ousing s t at e which ac t s t o d i r e c t and m ai nt a in a n individual ' s behav i our t o ward a s p e c if i c g o al ( Ch ap l i n. 1 968 ) .. N ewc omb. ( 1 9 64 ) sugge s t s t hat a go al. i s a f orm of mot ive i mp o s e d or c o ndi t i oned by e nv i r o nm e nt al s i t u at i ons in c ont rast to a driv e which i s c on s i d e r e d t o h av e a b i o l o g i c al b as i s .. A. mo t iv e i s not an o b s e rv ab l e. ent i t y but r at h e r an i nf erence o r hypothe t i c al c on s t ruc t u s ed t o ac c ount f o r an i ndividual ' s b ehavi o ur , although i t c an a l s o b e app l i e d t o gro up ac t iv i t i e s a s we l l .. 1'1urry. ( 1 9 55 ) l i s t s the v ar i o u s ne eds he c onsiders inf luenc e m o t ive s and H a l l e r. ( 1 968) di scus s e s the c o gnit ive aspe c t s. o f go al d i r e c t ed o r m o t iv at ed b�hav i our general ly r e f e rr e d t o as asp irat i on .. Howev e r , w i t h r e gard t o t h e rural s i tu at i o n. v ery l it t l e r e s e arch has b e en c ar r i ed o u t o n t h e que s t i on o f f arme r s ' m o t iv e s o r asp i r at i o n s ..

(34) 1). (b). F arm e r s '. M o t ive s .. Ashby 11 e c onomic. man". ( 1 926) v1h o s e. c onsidered sole. i nt e r e s t. s e e k i ng m at e r i al. gain. is. He. five. i n s t i nc t s. s u gg e s t s. t h at. i nf l u e nc e f ar m e r s '. (i). not. m o t iv e s. F e ar. -. t h at t h e c o nc e p t was. t h at. of. g e n e r al ly t rue. ar e. or. the. s e l f , . an d. o f f ar m e r s .. e m o t i ons wh i c h m ay. -. in t h e f o r m o f p r i v at i o n. unc e r t aint i e s. of. i n b o t h w e ather. and. of. and m ark e t. pro spe c t s .. ( ii ). P ar e nt a l. i n s t inc t. s hi e l d i ng. of. ..,. ( iii ). Instinct. ). w e al t h i n b e c au s e. ( iv ). as. of. ( 70. 11 the. of. to. of p o s s e s s i on .. to. c o nc e p t s · o f to. and. Emul at i on -. c onstruc t i o n -. achi e v e e f f o rt s .. s e lf. a d e s ire. is as. to. or. s on son. ac qui r e. s i mply. c h i e f l y r e l at e d e xhi b i t e d i n. c r af t sman s h i p - l ik e It. to. is. oft en not e d. s t o c km an s hi p . exc e l. or do well. others ,. thi s. amb i t i o n .. M o n ey .. A s h b y n ot e s de sired as. refers. pride. b e i ng known a s. Ro l e. and. a desire. e sp e c i al l y i n c o mp ar i s o n t o. (c ). ). F at h e r. e c o n o m i c t e rm s. p ar t i c u l ar l y i n p r i d e o f. (v ). ). ac q u i s i t i on -. of. ideals. y e ars. boy 11 .. In s t i nc t. at t e m p t s. a c o nt i nu i n g. either. of. o ne ' s. ( e .g.. adu l th o o d. f arm wh e r e f at h e r y e ar s. in. o f f s p r i n g f r om r e s p o n s i b i l i t i e s ,. t h r o u gh i nt o. ( 50. - r e sult s. a p r o of. of. t h at. the. s uc c e s s. d e s i r e f or we alth. is. r at h e r t h an f o r i t s. often o wn. s ak e ..

(35) \. '1 6 Al s o such a d e s i r e f o r w e alth o r ec onomic advant age may b e f o r t h e achi eveme nt o f e c onomic advant age f o r the f amily. \ r at h e r t h an the i ndividual .. t h e r o l e o f money as. a.. Blum and r aylor ( '1 9 68 ) d i s c u s s. mot iv at i ng inf luenc e and c o nc lude. t hat of i t s e lf it do e s not hav e an overall mot ivat i ng i i nf l uenc e .. Thi s c ont e nt i on i s al so b orne o ut by G e l l e rm an. ( '1 968 ) who c o nsid e r s that f o r money t o h av e a maj o r m o t i v at ing i nf luenc e i n t od ays af fluent s o c i e ty i t would h av e t o be m ade av ai l ab l e in c onsiderable s ums . (d) R e s e arch int o f ar m e r m o t ivat i on . I n s p it e o f a general int e r e s t i n mot iv at i on l i t t l e e xp e r i m e nt al work h a s b e e n c arri ed o ut i n t h e Agricultur al field.. N e i l l and R o g e r s ( '1 963 ) de scribe a method o f. t e st i ng f o r achi ev e m e nt motivat i on o r amb i t i on and Eme ry and O e s e r ( '1 9 58 ) d i s c u s s p ast e xp e ri e nc e s o r urb ani s at i o n a s an i nf l u e nc e up o n m o t ivat i on t o s e ek inf o rmat i on . W i lkening ( '1 9 54 ) di s c u s s e d f arm f ami ly val u e s as they i nf l u e nc e d �c i s i ons o n alt ernat iv e c o ur s e s o f ac t i on o n the f arm .. Ge n e r al ly f am i l y f ac t o r s were p l ac ed b ef o r e f arm. f ac t o r s exc ept in a f e w c as e s whe r e the f arm i t e m was r e gard e d a s a m e ans t o f ami ly o b j e c t iv e s . ( e ) Influenc e o f ne ighbourho od n orms o n the i ndiv idual . N e i ghbourh o o d and group i nf luenc e s up o n the i nd iv i dual h av e al s o b e e n c onsiaered e sp ec i al ly by Lionb erger ( '1 9 5 3 , '1 9 54 , 1 9 59 , '1 9 60 ) , t'l ar sh and C o l eman ( 1 9 54 a . b . c ) , R o g e r s ( '1 9 62 ) , Tul l y ( '1 9 66 a ) , and Wilkening ( '1 9 52 ) . The s e s t ud i e s al l sugg e s t that adopt ion i s enhanc e d whe n t h e c o mmun i t y norms a r e f avourab l e t owards change and i nnov at iv e ne s s .. . C o mmun it i e s with a v e ry rigid s o c i al.

(36) 17 organi s at i on and few out side c ont ac t s were c o ns i d e r e d t o b e l e s s f av o urably dispo s ed t oward c h ange ru1d al s o l e s s l i k e l y t o b e awar e o f n�w ide as and prac t i c e s .. Summary of the Ad option and D i ffus i on Proc e s s e s . Jone s ( 1 967 ) summari s ed - the re sult s of r e s e arch t o d at e o n adopt ion and diff u s i on and deriv e s a s i mp l i f i e d p ar adigm ( F i g .. 3 b e l ow ) .. Thi s i ndi c at ed t h e main group s o f. f ac t o r s whi c h r e s e arch s t udi � s hav e shown t o b e r e l at e d t o f arme r s ado p t i o n behav i our and t o their p o s i t i o n i n the diffus i o n p r o c e s s . F ig. 3 Summary o f F ac t o r s Inf luenc i n3 Adopt i o n and Dif f u s i o n .. Personal Characteristics (social background,. Situational Characteristics (characteristics of farm and farm business). ·� ·�\. ADOPTI ON. B E H A V I O U R. �. Innovativeness. Sourc � Jone s ( 1 9 67 ) p . 1 6 Jone s ' general c onc lus i ons were (i). The l arger the f arm ent erpri s e o r b u s in e s s and t h e more sp e c i al i s ed it i s t h e s o oner the f arm e r t end s t o adopt new o r improved prac t ic e s ..

(37) 18 ( ii ). Innovat ivene s s app e ar s t o b e r e l at ed t o s ev e r al p e r s onal char act e r i st i c s .. The. r e l at i on ship to age or numb e r o f y e ar s f arming app e ar s t o b e inc on s i st e nt b ut there w e r e p o sit i v e r e l at i onshi p s t o a r e l at iv e ly high l ev e l of e duc a t i o n and the exi s t enc e o f non-rural exp e r i e nc e i n the i ndividual ' s b ackground . (iii). Corr e l at i ons hav e al s o b e en f o und b e tw e e n ". s o c i o l o g i c al char ac t er i s t i c s and i nnovat ivene s s . For examp l e the m o r e c o smop o l i t an the f armers s oc i al l i f e and c ont ac t s ar e , the more i nnov at iv e he app e ar s t o b e .. Simi l arly. the high e r hi s s o c i al status and the gre at er h i s p art i c ipat i on i n s o c i al ac t ivi t i e s e sp e c i ally out s i d e hi s owri l o c al i t y the mor e adoptive r ather than innovat ive he t end s t o ( iv ). be .. Asp e c t s o f the individual s p e r s o nality , hi s . at t i t ud e s and mot. i v at i ons inf luenc e h i s i nnovat iv ene s s .. F av o urab l e at t i t ud e s. t ow ards c hange , i nnovat ions and t h e u s e of c re d i t a l l app e ar to b e c orr e l at e d with e ar l i n e s s of adopt i o n . (v). A. c o ng�ue nc e of the ab ove f e at ur e s with the. norms and at t it ud e s of the c ommunity e nhan c e s e ar ly adopt i on . The ab ove s ummary l i s t s f e atur e s whi ch m ay b e t ermed the s o c i al c ontro l s o n adop t i on and diffus i o n of n e w o r i mprov e d f arming p r ac t i c e s .. Howev e r , b a s i c t o diffu s i on.

(38) 19 i s c o mmuni c at i o n .. I n f o rm at i o n and C ommuni c at i o n Ch anne l s .. Th e r e has b e e n c on s i d e r ab l e r e s e ar c h i n t o e xt e nt. t o whi c h v ar i o u s. at v ar i o u s. s t age s o f. c hann e l s. the. of. c o mmuni c at i o n. ad opt i o n p r o c e s s .. aut h o r s c i t e d p r ev i o u s ly hav e. Mo st. i n c l ud e d s o m e. the ar e u s e d. of the. di s c u s s i o n o f. thi s .. ( a). C l as s i f i c at i o n . G e n e r al ly c ommuni c at i o n c h anne l s h av e b e e n gr o u p e d. i nt o thr e e. f orms. (i). ( Jo n e s. 1 967 ) .. Mas s m e d i a i nc l ud e s r adi o ,. Pe r s o n al. n e w s p ap e r s ,. etc .. j ournal s , ( ii ). T.V. ,. c o nt ac t w i t h p r of e s s i o n a l. t e chni c al. advi s e r s ,. r e p r e s e nt at iv e s o r e xt e n s i o n. p e r s o nn e l ,. e i t he r individual ly o r. i n group. s i t u at i ons . ( iii). Int e rp e r s o n al n e i ghb o ur s ,. c o nt ac t s b e t w e e n f r i e n d s. the s e. us u a l ly b e i ng o t h e r f ar m e r s .. Th i s c l a s s i f i c at i o n d i f f e r s p r op o s e d by W i l s o n and Gal l up c l a s s i f i c at � o n i n t e r m s. ( 1 955). o f t h e m e t hod. c l as s i f i c at i o n sugge s t e d by J on e s c l o s e l y w i t h t h e d iv i s i on s. (b) R o l e. of v ar i o u s. and. s l i ght ly f r o m t h at wh o p r o p o s e d used .. app e ar s t o. a. Th e c o in c i de more. o b s e rv e d i n curr e nt. l i t e r at u r e .. c h ann e l s .. The s e d iv i s i on s h av e b e e n t i e d int o t h e v ar i o u s s e c t o rs ( 1 9 57 ). o f t h e d i f f u s i on p r o c e s s p r op o s e d b y B e a l and R o g e r s. ( 1 9 58 ) .. Th e s e w o rk e r s. s ugg e s t. and B oh l e n t h at. as.

(39) 20. p r o gr e s s of. is made. i mp e r s o nal. off. thro ur;h t h e. and t e c hni c al. and i nt e rp e r s o nal i mp o rt ant .. more. t hr o ugh the. - ne i ghb o ur t yp e c o nt act s. s am e t r end. and. al s o c on s i d e r e d t o. e ar l y adap t e r s. gr e at e r u s e o f i mp e r s on al. c h anne l s. is. ar e o c cur. diffusion proc e s s .. Inn o v at o r s m ake. i mp o r t anc e. c h anne l s o f c o mmuni c at i o n f al l s. s o c i al. The. ad o p t i o n p r o c e s s t h e. whi l e. l at e r. and. t e chni c al. c o mmuni c at i o n. adap t e r s u s e m o r e p e r s onal. ( 1956). Young and M ar sh. are c o n s i d e r e d t o. s t ud y i n g t h e r e su l t s. al s o. c am e. c h anne l s .. t o thi s c onc lu s i o n af t e r. o f f iv e y e ar s o f. ado pt i o n s urv e y s i n. K e nt uc k y .. (c). C on f l i c t. of. t e rms .. Sh e p p ar d c h ann e l s m e d ium · He. ( 1 96 5 ). feels. c o mmuni c at i o n a n d t h e t h at. m i s und e r s t o o d. and. i ns t anc e. of. a m e d i um o r it. is. a. exhi b i t. s o urc e. of. at. r e s e ar c h. a m ed i um s inc e. i nt o. diffus i on pro c e s s h a s. i nf o rmat i o ri been to. o t h e r p e r s o nne l w i s h i ng t o new. ide as. o i p r ac t i c e s. c ommuni c at i on whi ch o f the. i t c om e s .. may al s o b e c o mmuni c at i on. ad o p t i on p r o c e s s .. it. Sh e p p ard. i s t r an s m i t t i ng d at a. The ov e r a l l. effect. of thi s. s o urc e s u s e d i n t h e. sugg e st t h at. g ai n ac c ept anc e. should u s e. ar e. an Agr i c u l t u r a l Show -. i nf ormat i o n ?. f r o m a r e s e ar c h s t at i on s o urc e . general. the. an e xamp l e o f th i s d i l e mm a h e us e s t h e. a t e chni c al. s u gg e s t. s o urc e. sugg e st s t h e u s e o f m e t h o d of As. of. s o urc e f r o m whi ch. t h e t e rm s m e d i um and. and c o mmuni c at o r .. would. s u g g e s t e d t h at c ommuni c at i o n. s h o u l d b e m o r e f i ne ly d e f i n ed i n t e rms. of. is this. h a�. adv i s e r s or. and. ado p t i o n o f ·. the se methods. of. app l i c ab l e t o t h e v ar i o u s. s t ag e s.

(40) 21. ( d). Qu ant i ty and Smi t h. a u a l i ty o f. ar gu e s ,. (1964 ). a n i nf o rm at i on. inf o rmat i o n .. s o ur c e h a s. I nt e n s i t y o f. c on s id e r s. a c omp o s i t e. s t i mu l i. t h at. i nt e n s i t y o f. a m a j o r b e ar i n g o n i t s. e f f e c t iv e n e s s . to be. h o w ev e r ,. an. inf o rm at i o n s o ur c e. o f t h e numb e r. o r i ginat i n g f r o m a n i nf o r m at i o n. and. he. qual i t y of. s o ur c e .. A l t h o u gh. r e s e ar c h r e p o r t s m e n t i o n t h e p e t c e nt ag e s. o f d i f f e r e nt. i nf o r m at i o n m e d i a n am e d. of. S m i th p o i nt s av a i l ab l e. out. about. to. the. s o urc e. to. the. d i f f e r e nt. s o urc e s. ( e). or. of. t h at some. u s e d b y f arm e r s s o ur c e .. in the. int e r e st s. to. Th i s. of t h e. t e r rr, s. (f ). i n the. some. use. the. various. i nf o rmat i o n. s o urc e. of. i nf o r m at i o n. made. i nt e n s i t y app e ar s of. r at i o. to. of. C o mmun i c at i o n m e t h o d s . and. Gal lup. c ommun i c at i o n ac c o rd i ng t o. Thi s. o f f ar m e r s. 1s. to. work w i t h f r o m off ic ers on. in. 49. to. offic ers. by. 175. f ar m e r s. sur r o u nd i ng. for the. l ev e l. the. off i c e r s. f arm e r s .. ( 1 95 5 ) the. h av e d e f i n e d m e t h o d s. numb e r. in. o b s e rv e d. adv i s o ry. t h e h i gh r at i o. t im e s. r e sult. e xp e r i m e nt. f arm e r s p e r o f f i c e r. l o ad inc r e a s e d t w e nt y- f i v e sma l l e r numb e r s. to. s o ur c e · a s w a s. Exp e r i m ent .. 2-4000. off i c e rs. t h at. I n c o mp ar i s o n w i t h o t h e r. 'vJ i l s on. d i f f e re r.c e ari s i n g d u e. ap p e ar s t o d e p e nd u p o n t h e i nt e n s i t y o f. t o wn s h i n s f r o m. s e rv i n g. ac c o r d i n e;. " c o mmuni c at o r s " .. d i s t r i c t s d e a l i ng w i t h f arm e r s w o rk. i nf orm at i o n. c an v ary c o n s i d e r ab ly. wh i c h. i nv o l v e d d e c r e a s i n g t he. e ac h .. of. i nf o r m at i o n ,. i nf o rm at i o n .. I nc r e as i ng. app o i n t i ng f iv e. s ourc e s. i nt e n s i t y. t opic. l'h c h i g an T o wn s h i p. in five. first. i nf o r m at i on .. The d e g r e e. a n i nc r e a s e. the. i n She p p ard ' s. I nt e n s i ty o f. t h at. as. and n at u r e. of. the. of.

(41) 22 c ont ac t s i nhe rent i n the i r u s e , ( i . e . ) Individual r·: ethods , Group Metho d s , and Mas s Methods .. Th ey c o nsider the. general e ff e c t ivene s s of t he various metho d s , but m ak e no at t e mpt t o r e lat e the eff e c t ivene ss of e ach method to the v ar i o u s s t age s of the adopt ion pro c e s s .. The c o nt ent i o n t h at. t h e r e i s a variat i on i n t h e eff e c t iv e ne s s of e ach method at d i f f e r e nt s t age s o f the ad opt i on p r o c e s s i s imp l i e d by. ·. Be al and Boh l en ( 1 9 57 ) who r e f e r t o b ot h c ommun i c at i on c hann e l s and methods o f c o mmuni c at i on s imult ane ously . Whi l e the i r d i s c u s s i on ho doubt c o n s o l id at e d the general c o nt e rrb ion t hat mas s methods of c ommunic at i o n are m o s t e f f e c t iv e at t h e aw ar en e s s st age and i ndivi du al m e t ho d s at the tri al and adopt ion st age i t must b e r ememb e red t h at t h e y w e r e no t exp l ic i t ly d i s c u s s ing c ommuni c at i o n m e th o d s . Thi s c ont ent i o n that at c e rt ain s t age s i n the ado p t i o n p r o c e s s only p art i 6ul ar c ommuni c at i o n methods are appropr i at e i s di s put e d by Smi th who quot e s an examp l e whe r e i nc r e a s e d i nt ensity o f i nf o rmat i o n c ommuni c at ed b y mass m e d i a methods had a m arked eff ec� at the t r i al s t age of t h e adop t i on proc e s s whe r e theoret i c al ly i t is supp o s ed t o h av e l i t t l e influenc e .. The p o i nt i s mad e that the. i nf ormat i o n s uppli e d at thi s st age was qual i t at iv e ly more d e t ai l e d t h an that d i s t ribut ed at the e arly st age s o f the p r o gramme .. Pr e s s e r and Ru s s e l ( 1 9 6 5 ) , hovJ ever , f e e l , in. c ommon with many o t h e r r e s e archers , that more p e r s o nal m e t h o d s of c ommuni c at i o n are more eff e c t iv e at the l at er · s t age s o f t h e adopt i o n pro c e s s .. H owever , no other worke r s. app e ar t o h av e mad e t h e diff e rent i at i on that Smit h has of the qual i t y o f informat i on s upp l i e d oy mas s medi a methods.

(42) 23 at v ar i o u s. st ages. New. t h r o ugh t h e. Z e a l and p r ac t i c e :. t h e N e w Z e al and c o nt e xt not. app e ar t o hav e. by t h e. on his. p art i c u l a r. F ac e Ivic Hi l l i o n. i n p art. ski l l s on h i s. is. of. ( 19 67 ) ,. if. the. (g). uses. of. a s s es s m e nt. of t h e. gr oup. at. as. t e chni c al. f armers '. aut h o r ' s be. and Hugh e s. ( 1 967 ) ,. make. and. c o nf e r e nc e s. l i s t ening h ab i t s. app e ar s. of. ( 1 962 ) ,. to. c o mp ar e d w i t h t h at aw ure o f. an e f f o rt. c h ange. to b e c o m e. of. and. i nf o r m e d .. " o t h e r f arme r s " .. ( 1 9 57 ). i s a n i mp o r t ant. sug g e st that. s o ur c e. c o nt a c t wi t h. o f f arm i nf o rm at i o n. l at e r. s t ag e s. of the. H ow ev e r r e s e ar c h on t h e. e x t e nt. and i mp ac t. limit ed .. in t h e. and m a s s me d i a m u s t. r e l at iv e ly w e l l. and Bo h l e n. e � p e c i al l y i n t h e. e ff e c t ive. s u g g e s t e d by s urv eys b y H o c k e y. and p r e p ar e d t o. C ont ac t s w i t h. ap p r o p r i at e n e s s. numb e r o f f arm d i s c us s i o n g r o up s. ( 1 967 ) is. media. i n u s i ng t h e v ar i o u s m e t h o ds. a f arming p op u l at i on whi c h ,. o t h e r f ar m e r s. a m e t h od. ar e u s e d d e p e n d i n g i n. Al s o t h e r e ad i ng and. Hill. Be al. is. ad o p t i o n. i n c o nv e y i ng t h e i nf ormat i o n r e qu i r e d .. at t e nd anc e. o t h e r c o un t r i e s , p r o gr e s s. propo sed. c o nt ac t s h av e b e e n sugge s t e d b y. i nf l u enc e. c o ns i d e r e d .. indi c at e. (i.e.. as b e i n g app arent ly t he mo st. N e w Z e al and f arme r s Chu. of the. c ommuni c at i o n i n N e w Z e a l and but. c on s i d e r ab l e , size. t o f ac e. ( 1 9 60 ). opini on t h e. the. ext e n s i o n p e r s o nne l d o. e ac h s t age. i n whi c h t h ey. o f t h e v ar i o u s m e t h o d s. of. at. t o v arying d e gr e e s. and me d i a and. m e ans. opinion in. ad j u s t e d t h e i r m e thod s t o t h o s e. t h e p r op o rt i o ns. p art. and. aut hor ' s. The N e w Z e a l and adv i s e r t e nds c ont i nu a l l y t o u s e. all methods. ). In t h e. adv i s e r s. the ori st s for use. proc e s s .. mix. adopt i o n p r o c e s s .. ad opt i o n p r o c e s s . of. s u c h c o nt ac t s.

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