Innovation Awareness. The learning

Innovation Awareness. The learning process about a new innovation includes becoming aware of the innovation and learning of its relative advantage (Pannell et al. 2006). Even for innovations that have been widely available and the subject of communication and extension programs over many years, substantial levels of nonexposure and nonawareness can sometimes still be found within a population of smallholder farmers (e.g. Brown, Nuberg, and Llewellyn 2017a, Jack 2011). Potential reasons include limited communication between farmers from different cultural groups or different locations, and limitations of the extension system. This longer awareness phases for some smallholder farmers may contribute to a slower innovation diffusion process overall.