@conference {1984296,
	title = {Rethinking Readiness: Development and Validation of a Reduced Form of the Technology Readiness Index},
	booktitle = {Proceedings of the American Marketing Association Winter Conference 2007},
	year = {2007},
	month = {2007},
	keywords = {Marketing},
	author = {Barnhart,Michelle and Ratchford,Mark}
}