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Adoption Barriers in a High-Risk Agricultural Environment

Adoption Barriers in a High-Risk Agricultural Environment
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Author(s): Shari R. Veil (University of Oklahoma, USA)
Copyright: 2012
Pages: 17
Source title: Human Interaction with Technology for Working, Communicating, and Learning: Advancements
Source Author(s)/Editor(s): Anabela Mesquita (ISCAP/IPP and Algoritmi Centre, University of Minho, Portugal)
DOI: 10.4018/978-1-61350-465-9.ch003


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To lessen the threat of an intentional or naturally occurring livestock disease, the Animal Plant Health Inspection Service of the United States Department of Agriculture introduced the National Animal Identification System (NAIS), encouraging the use of innovative tools such as radio frequency identification (RFID) tags to track cattle across the country. In this study, the author examines the barriers to adoption of NAIS and RFID technology as risk-reduction tools. Diffusion of innovation literature is used to analyze a case study of a state livestock association advocating the rejection of NAIS and RFID technology. Implications for the diffusion of risk reduction tools are provided.

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