DISCUSSING EVERETT ROGER’S DIFFUSION OF INNOVATION THEORY

(THEORY OF CHANGE) FROM THE WAY VARIOUS STUDENTS OF LUANAR

REACTED TO MANAGEMENT DECISION TO HIKE FEES

The widely accepted Diffusion of Innovation Theory by Everett Rogers describes how novel
concepts, advancements in technology, or inventions proliferate within a community or social
structure. The idea, which was developed in the 1960s, describes the steps through which an
innovation gets accepted by individuals of a population and distinguishes various groups of
adopters.

The concepts, or behaviors proliferate and are embraced by individuals or groups within a
community is Everett Rogers' Diffusion of Innovation Theory. According to the hypothesis,
adopters can be classified as Innovators, Early Adopters, Early Majority, laggards, or any
combination of these depending on how open they are to trying new things. A number of aspects,
such as the innovation's properties, communication routes, time, and the social context in which
it is introduced, all have an impact on the diffusion process.

Rogers' Diffusion of Innovation Theory can be used to examine student responses to the
management decision to raise tuition at LUANAR (Lilongwe University of Agriculture and
Natural Resources). Let's investigate the possible reactions of various student groups to this
modification:

1. Innovators:

Depending on how eager they were to accept new inventions, Everett Rogers divided people into
several adopter types. Innovative people are among the first to adopt new ideas and technologies;
they are known for being daring and taking calculated risks. Innovators play a crucial role in the
diffusion of innovations. Their early adoption sets the stage for later adopter categories to follow.
Innovators are often opinion leaders who influence the perceptions of others regarding the
innovation (Rogers, 1962)

Predicting and promoting the diffusion of innovations within a social system requires an
understanding of the traits and functions of innovators. Their early adoption shapes the overall
success of the change process by influencing later adopter categories' acceptance of innovations.

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 The first to accept a novel concept or invention are the innovators. These students may have
been more understanding of the management's decision about the tuition fee increases, maybe
considering it as a necessary adjustment to better the quality of education or solve financial
difficulties.

An example would be a group of students who actively interact with the administration of the
university and who are receptive to changes that could ultimately be advantageous to the
establishment.

2. Early Adopters:

According to Rogers' Diffusion of Innovations Theory, Early Adopters comprise the second
category. When it comes to embracing new ideas, these people act as a link between the early
and late majority, as seen by their greater level of social integration in comparison to innovators.

Early Adopters, who accept ideas after innovators but before the public, are vital to the
dissemination process. By reducing ambiguity for later adopters, their adoption serves to
legitimize the innovation (Rogers, 1962).

Early Adopters bridge the divide between the early and late majority and play a pivotal role in
the diffusion of innovations. Their opinion leadership and social integration support the diffusion
process' overall effectiveness within a social system.

Unlike innovators, early adopters are more circumspect but are receptive to new ideas. Though
not as swiftly as innovators, they typically accept advances early in the diffusion process.

Example: Students who are willing to accept the tuition fee rise after they realize its possible
advantages, even though they are not the first to support it. The ideas of innovators might have
an impact on them.

3. Early Majority:

The Diffusion of Innovations Theory by Rogers designates the Early Majority as the third group.
Innovations are adopted by this group before to the Late Majority but after the Early Adopters.
The Early Majority makes thoughtful decisions and frequently waits for proof of an innovation's
viability before adopting it.

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Adoption by the Early Majority is essential to an innovation's general acceptance. Their adoption
serves as confirmation and inspires the Late Majority to do the same. According to Rogers
(1962), the Early Majority plays a role in the tipping point at which an invention becomes the
societal norm.

The Early Majority contributes pragmatism and cautious optimism, which is crucial to the
diffusion process. Their acceptance signals a change in the direction of the invention becoming
more normalized within a social structure, paving the way for wider acceptance by the Late
Majority.

The early majority is a social system's average member base. They quickly adopt new concepts
before the typical system user. As an illustration, consider students who are prepared to accept
the tuition fee hike after realizing that many of their classmates have already done so. The
increasing acceptance of the shift can have an impact on them. After witnessing the benefits of
the tuition fee rise and the favorable experiences of the Early Adopters, members of LUANAR
Early Majority chose to embrace the change. Their adoption helps the student body's acceptance
of the new cost structure to expand (Rogers, 1962).

4.Late Majority:

According to the Diffusion of Innovations Theory developed by Everett Rogers, the Late
Majority is the subset of people who embrace innovations after the Early Majority but before the
Laggards. This group is defined by their resistance to change and skepticism. External variables
like institutional regulations, economic incentives, or societal norms frequently have an impact
on their adoption decision.

The Late Majority and the LUANAR Tuition Fee Increase:

When LUANAR decided to raise tuition, it probably got a wide range of responses from
students. In this case, students who were first dubious about the fee increase and reluctant to
embrace the change may be considered members of the Late Majority. These people may have
waited to see what the Early Majority went through in order to gather proof that the fee hike was
well-received and generally supported.

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At first skeptics of the tuition fee hike, members of the Late Majority at LUANAR saw their
Early Majority counterparts embrace the adjustment. Late Majority reluctantly accepted the
tuition increase to comply with institutional requirements as the university enforced policies
demanding adherence to the new cost structure. Failure to do so could result in academic
sanctions (Rogers, 1962).

5. Laggards:

Laggards represent the final category in Everett Rogers' Diffusion of Innovations Theory. These
individuals are the last to adopt innovations, often resisting change even after the majority has
embraced it.

Laggards, while resistant to change, eventually adopt innovations under external pressures.
Understanding their motivations and addressing their concerns is important for effective
diffusion strategies, especially in the later stages of the innovation adoption process.

The last to accept a new idea is the laggard. They may only accept new ideas if they are
compelled to as they are frequently reluctant to change.

Example: A small group of Laggards at LUANAR, resistant to the tuition fee increase from the
beginning, only accept the change when faced with severe consequences such as academic
probation or exclusion. Their adoption is driven by external pressures and institutional
requirements rather than a voluntary embrace of the innovation (Rogers, 1962).

By examining the various responses of LUANAR students using the prism of Rogers' Diffusion
of Innovation Theory, one can gain an understanding of the dynamics of change among the
student body. To achieve a more seamless diffusion process, it is imperative that the university
administration takes these diverse viewpoints into account while adopting and conveying
changes. The implementation of communication tactics, engagement activities, and concern
resolution can be pivotal in promoting the acceptance of modifications such as increases in
tuition fees.

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