Technology Adoption: Amplifying vs. Simplifying Innovations

Bruce G.S. Hardie
Thomas S. Robertson
William T. Ross, Jr.

Marketing Letters
Volume 7, Number 4
October 1996


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.