n African Journal of Science, Technology, Innovation and Development - Perceived important attributes in dissemination rates of maize inventory credit innovations in Ghana : general research paper

Volume 4, Issue 4
  • ISSN : 2042-1338
  • E-ISSN: 2042-1346
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There are calls for re-thinking the concept of "dissemination" amid recent observations that classical diffusion and innovation theory is an evolving science of dissemination requiring greater theoretical precision. Drawing on classical centralized diffusion theory and dissemination communication model, this work differentiates between actively directed diffusion (dissemination) and passive (spontaneous) diffusion arguing that proactive change agents may muffle the influence of adopter perception of innovation attributes on dissemination rates more than on diffusion rates. Adoption rates of 26 maize business innovative practices and adopters' perceptions of 15 attributes of these practices in a promotion-agent-led dissemination phenomenon are subjected to correlation analyses. Simplicity and clarity of results show very weak positive linear correlation with dissemination rates, but correlation with compatibility and association with main business are moderately positive; not entirely consistent with strongly positive correlations expected in spontaneous diffusion. Subtle differences between innovation dissemination and diffusion phenomena in how rates associate with adopter perceptions of innovation attributes important in adoption action are highlighted, suggesting the influence of adopter perceptions of innovation attributes may not be entirely same for dissemination and diffusion phenomena within certain thresholds. Further work is recommended to clarify how estimates of ratio between vertical and horizontal communication in spread phenomena may define a thresh-hold to explain differences between the rates of diffusion and dissemination of innovation within the same social system with implications for over adoption, and discontinuance when promotion agent withdraws support.

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