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Technology adoption: amplifying vs simplifying innovations


Marketing Letters



Publishing details

Marketing Letters 1996 Oct Vol 7:4 p 355-369

Authors / Editors

Hardie B G S;Robertson T S;Ross W T


Publication Year



A conceptual distinction is offered between amplifying versus simplifying technological innovations. This distinction is shown to have value in explaining intended adoption. The results of the study indicate the need for further conceptualization and research regarding the role of innovation characteristics in adoption-decision processes.

Available on ECCH


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