discovery. Rather, the information or idea should be new to the individual and/or social

system that encounters it.

 The primary factor influencing an individual's decision to adopt or reject an

innovation is his/her access to information (Hooks, Napier, & Carter, 1983). Information

and resources include education and contact with knowledgeable sources of innovation,

such as county extension agents or other farmers. The information transfers to

individuals through communication channels. The relationship between the source of the

innovation and receiver of the innovation determines the effectiveness of this transfer of

information. This thesis explores two channels of communication from this theory. The

first is mass media channels. They are a means of transmitting messages through mass

media such as radios, televisions, newspapers and magazines. The other source is the

interpersonal channel, which involves face-to-face interactions and exchanges between

individuals. Examples of interpersonal communication include farmer-to-farmer, or

extension agent -to-farmer, community elders-to- farmers (Rogers, 1995, p. 18).

 Many researchers use this theory to examine factors that influence farmers to adopt

new farm technologies. Some include conservation practices, precision technologies and

conventional agricultural practices (Floyd, et al., 2003; Hooks, Napier, Carter, 1983;

Sevier & Lee, 2005; Carletto, de Janvry, & Sadoulet, 1999; Weir, & Knight, 2004). The

results are inconclusive in either fully supporting or rejecting the theory's effectiveness in

explaining adoption behavior. However, what does appear to be consistent is that that

there are associations between this theory and economic and social psychology theories.

The innovation diffusion theory is more effective in explaining farmer behavior when

used in combination with the economic and social psychology theories (Lynne,

Shonkwiler, & Rola, 1988; Nowak, 1987; Floyd, et al., 2003). Rogers (1995) also