Culture plays an important role in the diffusion of agricultural technology innovations in developing countries. For example, adoption rates of a new innovation were 57% in one village but only 26% in another village, showing that the social and cultural differences between the villages impacted diffusion. Culture refers to learned patterns of behavior and products shared by a society that are transmitted among its members. Studying culture in relation to diffusion is important because culture can facilitate or hinder change, diffusion changes social structures, and social systems and norms affect the diffusion process.

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2. ROLE OF CULTURE IN DIFFUSION OF AGRICULTURE TECHNOLOGY By Gopal .y.m PAK-8100

3. Agricultural innovations and diffusion of new technologies are important factors in developing countries where culture plays an important role 'For example, in a village ‘A’ the rate of adoption of an innovation was 57 percent and only 26 percent in village B. This indicates that social and culture of these two villages are quite different ‘regarding the diffusion of innovation, even though these innovations had promoted equally in both villages by Government agency.

12. Consequences of Innovation Consequences are the changes that occur to an individual or to a social system as a result of the adoption or rejection of an innovation. We can classify these consequences into three categories. 1.Desirable versus undesirable consequences 2.Direct versus indirect consequences 3.Anticipated versus unanticipated consequences,

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