COMMUNICATION AND ADOPTION 3(3+0)

Lesson 37 : Attributes of an Innovation

Compatibility

Compatibility is the degree to which an innovation is perceived as consistent with the existing values, past experiences and needs of the receivers. An idea that is not compatible with the existing situations of a social system will not be adopted so rapidly as an idea that is compatible. Compatibility ensures greater security and less risk to the receiver and makes the new idea more meaningful to him. An innovation may be compatible

• With socio-cultural values and beliefs. Introduction of protein rich non-vegetarian foods are not accepted by vegetarian societies.
• With previously introduced ideas. For instance soy recepies can be popularized only soya is being grown in that area.
• With client needs for innovations- If farmers are growing soya and don’t know what to do with soya, they will easily accept the recepies.