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Adoption levels of the innovation, sale of wool by sample, were less than complete but still increasing even after the innovation had been available for a number of years. A model that offers an explanation of the innovation process by individual growers is discussed and tested using econometric methods. The model is converted to testable form, given the data available, with the help of techniques used in studies of demand for travel. Variables found to have a significant influence on adoption levels include grower characteristics, which influence the profitability of innovation, and search variables such as contact with other growers and policies of wool brokers.


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