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This research categorizes adopters of farm technology, aiming to improve targeting strategies for practitioners.
To enhance their effectiveness as change agents, practitioners must understand the unique characteristics that describe the nature of their clientele. This research produced five categories of adopters based on innovativeness: laggards, late and early majority adopters, early adopters and innovators. Effective change agents can use the information from this study to target both cooperators and collaborators, as well as prospective clientele, who may not have been previously identified.
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Timothy J. Rollins (1993) studied this question.
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