Diffusion and Farming Advice: A Test of Some Current Notions

A study of water manageimienlt practices in a CaliforIIia coImmnlllIlity could Inot coInfirmIi the Beal and Bohlen model for the diffusion of innovatioins. Cost, lack of salieince, complexity, insufficient visibility of results, and inapplicability of "innovationi on the installimieint plan" are mentioned as possibly accoultiing for this result. Perceptions of the influence structure ill the community by agency personnel, as reflected in the attributes of farmiel-s they sought for backing programs, are showvn to ble partly discordant with the farmners' ownl preferences for advice givers. Social scientists, it is concluded, should put greater emphalsis on (liffereinces among innovationls and communities.