Recent Publications By Year

Publications by Authors

9dbb367586b9cf2bed1c1e6804be7e63

Contact Us

The Department of Environmental Economics and Management

The Robert H. Smith Faculty
of Agriculture, Food and Environment
The Hebrew University of Jerusalem

PO Box 12, Rehovot 76100
Fax: 08-9466267

Department Head:
Prof. Ayal Kimhi, Tel: 08-9489376

Head of the teaching program:

Dr. Iddo Kan, Tel: 08-9489233

Secretary: 
Miri Arazi, Tel: 08-9489230

Marketing and Technology Adoption and Diffusion

Citation:

Heiman, A. ; Ferguson, J. ; Zilberman, D. Marketing and Technology Adoption and Diffusion. Applied Economic Perspectives and Policy 2020, 42, 21-30.

Abstract:

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.

Website