Social preferences and third-party enforcement of formal contracts are two mechanisms that facilitate performance of an agreement. The standard argument is that formal, enforceable contracts substitute when the social preferences of trust and trustworthiness/reciprocity are lacking. We explore...

Research and case studies have emphasized the role Early Adopters play (as gatekeepers and disseminators) in the diffusion of new technologies and innovations (Rogers & Cartano, 1962; Robertson, 1971; Rogers, 1983; Flynn & Goldsmith 1993). Marketers have acknowledge the need to identify, profile, utilize...