In order to induce farmers to adopt a productive new agricultural technology,
we apply simple and complex contagion diffusion models on rich social network
data from 200 villages in Malawi to identify seed farmers to target and train
on the new technology. A randomized controlled trial compares these
theory-driven network targeting approaches to simpler strategies that either
rely on a government extension worker or an easily measurable proxy for the
social network (geographic distance between households) to identify seed
farmers. Our results indicate that technology diffusion is characterized by a
complex contagion learning environment in which most farmers need to learn from
multiple people before they adopt themselves. Network theory based targeting
can out-perform traditional approaches to extension, and we identify methods to
realize these gains at low cost to policymakers.
Keywords: Social Learning, Agricultural Technology Adoption, Complex
Contagion, Malawi
JEL Classification Codes: O16, O13Comment: 61 page
