Modifying the Neo-Classical Approach to Technology Adoption With Behavioral Science Models
1995 ◽
Vol 27
(1)
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pp. 67-80
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Keyword(s):
AbstractThe dualistic nature of humans has been recognized for centuries. The intriguing question is the extent to which the human being with her/his display of concern for others can simultaneously act as an egoist, the latter being descriptive of the homo oeconomicus rendition of the human. Multiple utility theory suggests a way to approach research on such issues. A test case of water conserving technology adoption behavior by Florida growers is examined. Empirical evidence supports moving toward an expanded version of the mono-utility or I-utility model to include a We-utility.
2017 ◽
Vol 15
(1)
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pp. 80-86
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2016 ◽
pp. 372-386
2009 ◽
Vol 20
(09)
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pp. 1399-1409
Keyword(s):
2019 ◽
Vol 11
(3)
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pp. 34-67
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2007 ◽
Vol 31
(4)
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pp. 425-441
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2019 ◽
Vol 11
(7)
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pp. 833-842