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NEW PRODUCT OR SERVICE ADOPTION WHEN DOES IT HAPPEN

NEW PRODUCT OR SERVICE ADOPTION WHEN DOES IT HAPPEN Models of the new product adoption process have traditionally assumed that consumers move directly from product trial to adoption. Such an assumption essentially equates product purchase with adoption. Is it advisable for the manager to assume that consumers who purchase a new product for the first time are adopters of the innovation This article argues that viewing the adoption process in this manner not only may be misleading, but could be incorrect. It is proposed that the addition of two variables direct product experience and product evaluationbetween trial and adoption will more accurately reflect the consumer's new product decision process. Empirical results from an energyrelated innovation provide support for the suggested modifications. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

NEW PRODUCT OR SERVICE ADOPTION WHEN DOES IT HAPPEN

Journal of Consumer Marketing , Volume 5 (2): 12 – Feb 1, 1988

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/eb008221
Publisher site
See Article on Publisher Site

Abstract

Models of the new product adoption process have traditionally assumed that consumers move directly from product trial to adoption. Such an assumption essentially equates product purchase with adoption. Is it advisable for the manager to assume that consumers who purchase a new product for the first time are adopters of the innovation This article argues that viewing the adoption process in this manner not only may be misleading, but could be incorrect. It is proposed that the addition of two variables direct product experience and product evaluationbetween trial and adoption will more accurately reflect the consumer's new product decision process. Empirical results from an energyrelated innovation provide support for the suggested modifications.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 1988

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