IDEAS home Printed from https://ideas.repec.org/a/wly/apecpp/v42y2020i1p21-30.html
   My bibliography  Save this article

Marketing and Technology Adoption and Diffusion

Author

Listed:
  • Amir Heiman
  • Joel Ferguson
  • David Zilberman

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.

Suggested Citation

  • Amir Heiman & Joel Ferguson & David Zilberman, 2020. "Marketing and Technology Adoption and Diffusion," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 42(1), pages 21-30, March.
    • Handle: RePEc:wly:apecpp:v:42:y:2020:i:1:p:21-30
    DOI: 10.1002/aepp.13005
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/aepp.13005
    Download Restriction: no
    File URL: https://libkey.io/10.1002/aepp.13005?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Olmstead, Alan L. & Rhode, Paul W., 2001. "Reshaping The Landscape: The Impact And Diffusion Of The Tractor In American Agriculture, 1910–1960," The Journal of Economic History, Cambridge University Press, vol. 61(3), pages 663-698, September.
    2. Liang Lu & Thomas Reardon & David Zilberman, 2016. "Supply Chain Design and Adoption of Indivisible Technology," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 98(5), pages 1419-1431.
    3. Milgrom, Paul & Roberts, John, 1986. "Price and Advertising Signals of Product Quality," Journal of Political Economy, University of Chicago Press, vol. 94(4), pages 796-821, August.
    4. Heiman, Amir & Just, David R. & McWilliams, Bruce P. & Zilberman, David, 2015. "A prospect theory approach to assessing changes in parameters of insurance contracts with an application to money-back guarantees," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 54(C), pages 105-117.
    5. Feder, Gershon & Just, Richard E & Zilberman, David, 1985. "Adoption of Agricultural Innovations in Developing Countries: A Survey," Economic Development and Cultural Change, University of Chicago Press, vol. 33(2), pages 255-298, January.
    6. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    7. Heiman, Amir & McWilliams, Bruce & Zilberman, David, 2001. "Demonstrations and money-back guarantees: market mechanisms to reduce uncertainty," Journal of Business Research, Elsevier, vol. 54(1), pages 71-84, October.
    8. Rebecca Taylor & David Zilberman, 2017. "Diffusion of Drip Irrigation: The Case of California," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 39(1), pages 16-40.
    9. David Zilberman, 2019. "Agricultural Economics as a Poster Child of Applied Economics: Big Data & Big Issues," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 101(2), pages 353-364.
    10. Wernerfelt, Birger, 1990. "Advertising Content When Brand Choice Is a Signal," The Journal of Business, University of Chicago Press, vol. 63(1), pages 91-98, January.
    11. Eric T. Anderson & Karsten Hansen & Duncan Simester, 2009. "The Option Value of Returns: Theory and Empirical Evidence," Marketing Science, INFORMS, vol. 28(3), pages 405-423, 05-06.
    12. Amir K. Abadi Ghadim & David J. Pannell, 1999. "A conceptual framework of adoption of an agricultural innovation," Agricultural Economics, International Association of Agricultural Economists, vol. 21(2), pages 145-154, October.
    13. Olmstead, Alan L., 1975. "The Mechanization of Reaping and Mowing in American Agriculture, 1833–1870," The Journal of Economic History, Cambridge University Press, vol. 35(2), pages 327-352, June.
    14. Vranken, Liesbet & Swinnen, Johan, 2006. "Land rental markets in transition: Theory and evidence from Hungary," World Development, Elsevier, vol. 34(3), pages 481-500, March.
    15. Tonning, Wayland A., 1956. "The Beginnings of the Money-Back Guarantee and the One-Price Policy in Champaign-Urbana, Illinois, 1833–1880," Business History Review, Cambridge University Press, vol. 30(2), pages 196-210, June.
    16. Just, Richard E. & Zilberman, David, 1988. "The effects of agricultural development policies on income distribution and technological change in agriculture," Journal of Development Economics, Elsevier, vol. 28(2), pages 193-216, March.
    17. Alfons Weersink & Murray Fulton, 2020. "Limits to Profit Maximization as a Guide to Behavior Change," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 42(1), pages 67-79, March.
    18. Carl Shapiro, 1983. "Optimal Pricing of Experience Goods," Bell Journal of Economics, The RAND Corporation, vol. 14(2), pages 497-507, Autumn.
    19. David Zilberman & Jinhua Zhao & Amir Heiman, 2012. "Adoption Versus Adaptation, with Emphasis on Climate Change," Annual Review of Resource Economics, Annual Reviews, vol. 4(1), pages 27-53, August.
    20. Sunding, David & Zilberman, David, 2001. "The agricultural innovation process: Research and technology adoption in a changing agricultural sector," Handbook of Agricultural Economics, in: B. L. Gardner & G. C. Rausser (ed.), Handbook of Agricultural Economics, edition 1, volume 1, chapter 4, pages 207-261, Elsevier.
    21. Erdem, Tulin & Broniarczyk, Susan & Charavarti, Dipankar & Kapferer, Jean-Noel & Keane, Michael & Roberts, John & Steenkamp, Jan-Benedict & Swait, Joffre & Zettelmeyer, Florian, 1999. "Brand Equity, Consumer Learning and Choice," MPRA Paper 53022, University Library of Munich, Germany.
    22. Muellbauer, John, 1974. "Household Production Theory, Quality, and the "Hedonic Technique."," American Economic Review, American Economic Association, vol. 64(6), pages 977-994, December.
    23. Fleischmann, Moritz & Bloemhof-Ruwaard, Jacqueline M. & Dekker, Rommert & van der Laan, Erwin & van Nunen, Jo A. E. E. & Van Wassenhove, Luk N., 1997. "Quantitative models for reverse logistics: A review," European Journal of Operational Research, Elsevier, vol. 103(1), pages 1-17, November.
    24. Hayami, Yujiro & Ruttan, Vernon W, 1970. "Agricultural Productivity Differences Among Countries," American Economic Review, American Economic Association, vol. 60(5), pages 895-911, December.
    25. Amir Heiman & Lutz Hildebrandt, 2018. "Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management," Annual Review of Resource Economics, Annual Reviews, vol. 10(1), pages 253-277, October.
    26. Thomas Reardon & C. Peter Timmer, 2012. "The Economics of the Food System Revolution," Annual Review of Resource Economics, Annual Reviews, vol. 4(1), pages 225-264, August.
    27. George W. Norton & Jeffrey Alwang, 2020. "Changes in Agricultural Extension and Implications for Farmer Adoption of New Practices," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 42(1), pages 8-20, March.
    28. Wolf, Steven & Just, David & Zilberman, David, 2001. "Between data and decisions: the organization of agricultural economic information systems," Research Policy, Elsevier, vol. 30(1), pages 121-141, January.
    29. Zilberman, David & Lu, Liang & Reardon, Thomas, 2019. "Innovation-induced food supply chain design," Food Policy, Elsevier, vol. 83(C), pages 289-297.
    30. David J. Pannell & Roger Claassen, 2020. "The Roles of Adoption and Behavior Change in Agricultural Policy," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 42(1), pages 31-41, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sirkka Schukat & Heinke Heise, 2021. "Towards an Understanding of the Behavioral Intentions and Actual Use of Smart Products among German Farmers," Sustainability, MDPI, vol. 13(12), pages 1-24, June.
    2. Rutsaert, Pieter & Donovan, Jason & Kimenju, Simon, 2021. "Demand-side challenges to increase sales of new maize hybrids in Kenya," Technology in Society, Elsevier, vol. 66(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Scott Kaplan & Ben Gordon & Feras El Zarwi & Joan L. Walker & David Zilberman, 2019. "The Future of Autonomous Vehicles: Lessons from the Literature on Technology Adoption," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 41(4), pages 583-597, December.
    2. Oscar Montes de Oca Munguia & Rick Llewellyn, 2020. "The Adopters versus the Technology: Which Matters More when Predicting or Explaining Adoption?," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 42(1), pages 80-91, March.
    3. Taylor, Rebecca & Zilberman, David, 2015. "The Diffusion of Process Innovation: The Case of Drip Irrigation in California," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205320, Agricultural and Applied Economics Association.
    4. Rick S. Llewellyn & Brendan Brown, 2020. "Predicting Adoption of Innovations by Farmers: What is Different in Smallholder Agriculture?," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 42(1), pages 100-112, March.
    5. Reardon, Thomas & Lu, Liang & Zilberman, David, 2019. "Links among innovation, food system transformation, and technology adoption, with implications for food policy: Overview of a special issue," Food Policy, Elsevier, vol. 83(C), pages 285-288.
    6. Zilberman, David & Lu, Liang & Reardon, Thomas, 2019. "Innovation-induced food supply chain design," Food Policy, Elsevier, vol. 83(C), pages 289-297.
    7. Ghadir Asadi & Mohammad H. Mostafavi-Dehzooei, 2022. "The Role of Learning in Adaptation to Technology: The Case of Groundwater Extraction," Sustainability, MDPI, vol. 14(12), pages 1-37, June.
    8. Pardey, Philip G. & Alston, Julian M. & Ruttan, Vernon W., 2010. "The Economics of Innovation and Technical Change in Agriculture," Handbook of the Economics of Innovation, in: Bronwyn H. Hall & Nathan Rosenberg (ed.), Handbook of the Economics of Innovation, edition 1, volume 2, chapter 0, pages 939-984, Elsevier.
    9. Dario Schulz & Jan Börner, 2023. "Innovation context and technology traits explain heterogeneity across studies of agricultural technology adoption: A meta‐analysis," Journal of Agricultural Economics, Wiley Blackwell, vol. 74(2), pages 570-590, June.
    10. Hopkins, Ed, 2007. "Adaptive learning models of consumer behavior," Journal of Economic Behavior & Organization, Elsevier, vol. 64(3-4), pages 348-368.
    11. Zilberman, David & Kaplan, Scott, 2014. "What the Adoption Literature can teach us about Social Media and Network Effects on Food Choices," 2014 AAEA/EAAE/CAES Joint Symposium: Social Networks, Social Media and the Economics of Food, May 29-30, 2014, Montreal, Canada 173076, Agricultural and Applied Economics Association.
    12. Raju Ghimire & Wen-Chi Huang, 2015. "Household wealth and adoption of improved maize varieties in Nepal: a double-hurdle approach," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 7(6), pages 1321-1335, December.
    13. Liang Lu & Thomas Reardon & David Zilberman, 2016. "Supply Chain Design and Adoption of Indivisible Technology," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 98(5), pages 1419-1431.
    14. David Pannell & David Zilberman, 2020. "Understanding Adoption of Innovations and Behavior Change to Improve Agricultural Policy," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 42(1), pages 3-7, March.
    15. Marc Baudry & Edouard Civel & Camille Tévenart, 2023. "Land allocation and the adoption of innovative practices in agriculture: a real option modelling of the underlying hidden costs," EconomiX Working Papers 2023-1, University of Paris Nanterre, EconomiX.
    16. Lim, Krisha & Wichmann, Bruno & Luckert, Martin, 2021. "Adaptation, spatial effects, and targeting: Evidence from Africa and Asia," World Development, Elsevier, vol. 139(C).
    17. Alfons Weersink & Murray Fulton, 2020. "Limits to Profit Maximization as a Guide to Behavior Change," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 42(1), pages 67-79, March.
    18. Bahinipati, Chandra Sekhar & Viswanathan, P.K., 2019. "Incentivizing resource efficient technologies in India: Evidence from diffusion of micro-irrigation in the dark zone regions of Gujarat," Land Use Policy, Elsevier, vol. 86(C), pages 253-260.
    19. BLAZY Jean-Marc & CARPENTIER Alain & THOMAS Alban, 2008. "An ex ante adoption model of low input innovations applied to banana growers in the French West Indies," LERNA Working Papers 08.32.276, LERNA, University of Toulouse.
    20. Bhargava, Anil K., 2013. "The Impact of India’s Rural Employment Guarantee on Demand for Agricultural Technology," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150163, Agricultural and Applied Economics Association.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:wly:apecpp:v:42:y:2020:i:1:p:21-30. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: https://doi.org/10.1002/(ISSN)2040-5804 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.