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

Gary D. Lynne

Journal of Agricultural and Applied Economics, 1995, vol. 27, issue 1, 67-80

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.

Date: 1995
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