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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1991 MCB UP Ltd. All rights reserved.
- ISSN
- 0309-0566
- DOI
- 10.1108/03090569110000718
- Publisher site
- See Article on Publisher Site
Abstract
It is maintained that consumption situation is a determinant of the intention to adopt a new product and that its potential for affecting the adopting intention depends on people′s attitude to that product category and the latitude allowed in adopting it. Product knowledge was also stipulated as a mediating factor in the process of adopting a new product, as the fitness between the needs of situation and the product attribute are a main concern in the process of adoption. Utilising product information, the test hypothesis is twofold in this study. One is the repeated measure method, dealing with the general definition of situation. The other is the quasi‐experimental factorial design, elaborating on the specifically described situations.
Journal
European Journal of Marketing – Emerald Publishing
Published: Oct 1, 1991
Keywords: Utilization; Product information; New product development