These findings reinforce findings from other studies on the diffusion of innovations that efforts at planned change must rely upon favorable perceptions of product characteristics. Our findings indicate that the U.S. should continue it efforts at reducing the cost of U.S. beef in Japan. The findings indicate as well that the U.S. should focus on disseminating recipes for U.S. beef. Return to the top of the page. Because the topic of biotechnology is highly controversial, biotech innovations are considered as high involvement.
Controversy arises also when considering the role of a university in conducting biotech research.
Such research requires large investments of money and expertise from both the business and academic sectors. One of the activities carried out by this group was a series of surveys of different constituencies in Iowa that could be affected by biotechnology. If one assumes the cynical position that technology is limited, typically serves the elite, and increases dependency, then these findings indicate a potential problem for ISU regarding its relationship of trust with Iowa farm operators. ISU extension personnel may need to be more active in educating farm operators about the limits and potential outcomes of biotech technologies. If the cynical perspective proves correct, then ISU needs to be more active in attempting to control potential negative consequences for the average Iowa farm operator.