Discussion
Person who influences innovation decisions informally in a social system is termed as :
Answer: B
Such a person is an opinion leader.
In Everett Rogers' diffusion of innovations theory, opinion leaders are members of the social system who informally influence other people's attitudes and decisions about an innovation. Others look to them for advice because of their competence, accessibility and conformity to group norms, and extension workers try to reach them first.
A change agent is a professional, such as an extension worker, who formally tries to influence decisions on behalf of an agency. A facilitator helps a group process, and 'key communicator' is not Rogers' term.
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