1. Food Innovation
Matt

2. Drive SAFE 2 SAVE Lives & Money.
Megan Bock, Guest Speaker

3. What is an Opinion Leader?
Review From Last Week

4. Was Jerry Maguire a Change Agent? Clip 1, Clip 2
What is a Change Agent?
Was Jerry Maguire a Change Agent?
Clip 1, Clip 2

5. Objectives Define Change Agent
Describe the problems faced by change agents
Discuss the roles of change agents
Apply the generalizations relative to change agent success
Describe the purpose and role of an aide
Determine the differences between centralized and decentralized diffusion models.

6. What is a change agent?
An individual who influences clients’ innovation-decisions in a direction deemed desirable by a change agency.

7. Was Jerry Maguire a Change Agent?
Why or why not?
Let’s investigate….

8. Change Agents face two main problems:
Social Marginality– Due to their positon midway between a change agency and their client system;
Information Overload– The state of an individual or a system in which excessive communication inputs cannot be processed and used, leading to breakdown
Did Jerry Maguire Face These Problems?

9. Seven Roles of Change Agent
Develop a need for change on the part of the clients
Establish an information exchange relationship
Diagnose problems
Create an intent to change the client
Translate intentions into actions
Stabilize adoption and prevent discontinuance
Achieve a terminal relationship with clients
Did Jerry Maguire Serve In These Roles?

10. Generalizations Related to Success of Change Agents
The extent of the change agent’s effort in contacting clients
A client orientation, rather than a change agency orientation
The degree to which the diffusion program is compatible with client’s needs
The change agent’s empathy with clients
His or Her homophily with clients
Credibility in the client’s eyes
The extent to which he or she works through opinion leaders
Increasing clients’ ability to evaluate innovations

11. Contact with Change Agents is Positively related to…
Higher socioeconomic status among clients
Greater social participation
Higher formal education
Cosmopoliteness
Did Jerry Maguire Possess These Attributes?

12. Coercion in Norplant Diffusion Safaris in Indonesia
What Was the Problem?
Pages

13. What is an Aide?
An Aide is a less than fully professional change agent who intensively contacts clients in order to influence their innovation-decisions.
Aides not only provide lower cost contacts with clients, but they are also able to bridge the heterophily gap between professionals and clients (especially lower SES clients).
Aides have less Competence Credibility—degree to which a communication source or channel is perceived as knowledgeable and expert; but they have greater Safety Credibility—degree to which a communication source or channel is perceived as trustworthy.
Inauthentic Professionalism is the process through which an aide takes on the dress, speech, or other identifying marks of a professional change agent.

14. Centralized Diffusion System
In centralized diffusion systems (example: Agricultural Extension), overall control of diffusion decisions is held by government officials and technical subject matter experts. Diffusion flows from the top down, from experts to users.
R&D
Change Agent
Opinion Leader

15. DeCentralized Diffusion System
In decentralized diffusion systems innovations spread by horizontal networks among near peers in a relatively spontaneous fashion. Innovations are created by certain local lead users and may be reinvented by other adopters.
Local Innovators

16. Characteristics of Centralized and Decentralized Diffusion Systems
Table 9.1 on page 396
Can you provide an example of centralized
and decentralized diffusion systems?

17. Overview Defined Change Agent
Described the problems faced by change agents
Discussed the roles of change agents
Applied the generalizations relative to change agent success
Described the purpose and role of an aide
Determined the differences between centralized and decentralized diffusion models.

18. Was Jerry Maguire a Change Agent?
Why or why not?

19. Reminders Next week April 4 April 11 April 18
Class does not meet– Fill out the google form on Attributes of Innovations and their Rate of Adoption
April 4
Innovations in Organizations and Consequences of Innovations
Change Engagement Activities: Shannon, Maddison, BJ, Jae
Food Innovation: Janie and Kyler
April 11
Conflict Management During Change
Change Engagement Activities: Matt, Janie, Kyler
Food Innovation: Maddison, Jae
April 18
Field Trip to Earth Galley Farms on Tabor Road
Research Review Paper Due