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Modifying the Neo-Classical Approach to Technology Adoption With Behavioral Science Models

Published online by Cambridge University Press:  28 April 2015

Gary D. Lynne
Gary D. Lynne*
Affiliation:
Food and Resource Economics Department, University of Florida, Gainesville, Florida
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Abstract

The 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.

Keywords

behavioral economicsconservation technologymeta-preferencesmultiple utilitysocioeconomicstechnology adoption
Type
Invited Papers and Discussions
Information
Journal of Agricultural and Applied Economics , Volume 27 , Issue 1 , July 1995 , pp. 67 - 80
Copyright
Copyright © Southern Agricultural Economics Association 1995

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