Abstract Applied economists have investigated individual adoption choices as well as diffusion (aggregate adoption). The emphasis, however, has been on adopters' behavior and risk associated with production and markets. Marketing also considers broader aspects and marketers develop tools to address risk related to the fit of a product, its performance, and its reliability. This paper expands the economic literature on adoption by analyzing and assessing the implications of the choice of marketing tools, like money-back guarantees, demonstrations, and others, by marketers. The analysis is based on the threshold model of diffusion, which recognizes heterogeneity and dynamics. We provide evidence and examples from agriculture.