This article presents lessons from the rich adoption literature for the nascent research on adaptation. Individuals' adoption choices are affected by profit and risk considerations and by credit and biophysical constraints. New technologies spread gradually, reflecting heterogeneity among...

Marketing tools, in addition to their role in persuasion and serving as a bridge between production and consumers, reduce pre-purchase risks. This role has received less attention in the literature. This study highlights marketing's role in reducing consumers' purchasing risk. We present our...