The major objective of this study was to test a research hypothesis in order to explain the technology avoidance effect in higher educational environments. We addressed the core research themes of our study using a survey. Our intention was to test marketing students' perceptions in order to investigate the potent influence of a climate of non-innovation towards the empowerment of the technology avoidance effect in higher educational environments. We introduce the following definition for technology avoidance in this study: "A behavioral intention not to use a personal computer, where technology-based factors and personal factors are central in influencing the avoidance of technology. The behavioral intention not to use a technology derives the belief that there is no expectation that the technology will enhance job performance." From the statistical analyses it is clear that marketing students with different frequencies of Information Communication Technology (ICT) use and marketing students from different educational environments, three small business schools, present a very different set of perceptions and behavioral intentions. Based on the tests, we have accepted the research hypothesis, which means technology avoidance exists when an innovative culture does not exist. The research results showed us that technology-based factors and personal factors strength the technology avoidance effect in higher educational environments. (Contains 8 tables and 4 charts.)