Question

The Diffusion of Innovation concept was proposed by-

• A. Aristotle
• B. Ensminger
• C. Everett Rogers
• D. Wilbur Schramm

Hint:

Everett Rogers = "S-curve" of adoption. Whenever you see 'Innovation', 'Adopter Categories', or 'Diffusion', think of Rogers. It's one of the most cited theories in social science.

Answer 1

The Correct Option is C

Step 1: Understanding the Question:
The question asks for the name of the scholar who developed the theory explaining how new ideas or products spread through a population.

Step 2: Detailed Explanation:

• 1. Legacy of Everett Rogers: Everett Rogers (1931–2004) was a communication theorist and sociologist who published his seminal work, "Diffusion of Innovations," in 1962.

• 2. The Theory: He explained that 'diffusion' is the process by which an 'innovation' is communicated through certain channels over time among the members of a social system.

• 3. Adoption Categories: He categorized people based on how quickly they adopt innovations: Innovators (2.5%), Early Adopters (13.5%), Early Majority (34%), Late Majority (34%), and Laggards (16%).

• 4. Innovation-Decision Process: He also outlined the steps individuals take when adopting an idea: Knowledge, Persuasion, Decision, Implementation, and Confirmation.

• 5. Significance: This theory is the backbone of Home Science and Agricultural extension. If an extension worker wants to introduce a new nutritional practice or a smokeless chulha, they use Rogers' theory to target 'Early Adopters' who will then influence the rest of the community.

Step 4: Final Answer:
Everett Rogers proposed the Diffusion of Innovation concept.