Due to the observationthat not all farmers adopt a newtechnology at
the same time, the diffusion of an innovation follows an S-shaped curve
of cumulative adopters and essential differences among farmers can
explain this phenomenon (Rogers, 1962). Initially few innovators start
using the technology. They are characterized as venturesome, have
strong social ties with other innovators but may not be respected by
other members in the social system. In addition, they must have the
capacity to copewith a high level of risk. The innovators are followed by
the early adopters, who are more integrated in the social community
and represent a model to follow, which is based on intensive contact
with information. The next category, the early majority, comprises of
individualswho carefully consider adopting a newidea and, unlike early
adopters, rarely have a leadership position. The late majority tends to
remain sceptical about the new technology and will wait until the
technology is more widely diffused. The last category, the laggards, has
traditional values and tends to be the slowest to adopt.