Marketing and Technology Adoption and Diffusion

Amir Heiman, Joel Ferguson, David Zilberman*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

15 Scopus citations


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.

Original languageAmerican English
Pages (from-to)21-30
Number of pages10
JournalApplied Economic Perspectives and Policy
Issue number1
StatePublished - 1 Mar 2020

Bibliographical note

Publisher Copyright:
© 2020 Agricultural and Applied Economics Association


  • Adoption
  • Demonstration
  • Dynamics
  • Heterogeneity
  • Money-back guarantee
  • Threshold model


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