Inducing demand for information in social networks to promote technology adoption: An alternative approach to extension

Abstract

Networks are important for transmitting knowledge among farmers, but it is not always easy or appropriate to identify the best farmers which whom to seed a new technology. The column shows that side-by-side demonstration plots for a new variety of rice are successful at inducing learning. This method makes it less important to identify the farmers best positioned to spread information and has the potential to target individuals who are not connected to influential farmers.