Why the human element slows research adoption

By Richard Heath
Updated December 17 2017 - 1:02pm, first published December 16 2017 - 6:00am
If humans are in fact not as rational as economic and extension models might like them to be, how should agricultural research and development be extended more effectively to achieve better uptake?
If humans are in fact not as rational as economic and extension models might like them to be, how should agricultural research and development be extended more effectively to achieve better uptake?

“I discovered the presence of human life in a place where economists thought it did not exist: the economy”. This is how Richard H. Thaler amusingly described the behavioural economics research for which he was recently awarded the Nobel prize for economics.

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