Modifying the neo-classical approach to technology adoption with behavioral science models

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 AOVZOoeconomicu,r rendition of the human. Multiple utility theory suggests a way to approach research on such issues. A test case of water conserwng 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. Key Words: behavioral economics, conservation technology, meta-preferences, multiple utility, socioeconomic, technology adoption. The search for ways to improve on the neoclassical economics model came about in a somewhat fortuitous manner. A PhD student by the name of Leandro Rola and I were funded by the Florida office of the U.S. Soil Conservation Servic