“…Specifically with regards to ranching, innovation adoption by ranchers has been shown to be positively associated with higher net incomes, more formal education, enhanced stewardship values, larger ranch sizes, stronger business orientations of ranches, and a sustained family commitment keeping a ranch active (Brunson and Huntsinger, 2008;Coppock and Birkenfeld, 1999;Didier and Brunson, 2004;Peterson and Coppock, 2001). Factors discouraging innovation adoption include advanced age and pending retirements of ranchers, inadequate time and resources to implement changes, perceived drawbacks of the innovation, perceived disapproval from fellow ranchers, and negative attitudes toward government (Brunson and Burritt, 2009;Brunson and Huntsinger, 2008;Coppock and Birkenfeld, 1999;Didier and Brunson, 2004;Liffmann et al, 2000;Peterson and Coppock, 2001;Rowan et al, 1994;Rowe et al, 2001;Shrestha and Alavalapati, 2004). It has also been assumed that increases in knowledge are associated with greater influence of attitudes on behavior (Fabrigar et al, 2006).…”