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| Author: | Gierl, H. |
| Title: | Bereitschaft von Konsumenten zu einem Markenwechsel bei Konsumgütern |
| Journal: | Journal für Betriebswirtschaft
2004 : VOL. 54:2, p. 44-62 |
| Index terms: | Marketing Strategy Advertising Brands Innovation New products Consumer behaviour |
| Language: | ger |
| Abstract: | It is often observed that many consumer product innovations are market flops. It is derived an assumption that it might be a beneficial marketing strategy to draw risk takers' attention to the new product (hereafter as: n.p.) at the beginning of its life cycle. This article presents some important personality traits describing risk takers that can be used in advertisements. It is furthermore argued that the key success factor consists in pointing out the hedonic quality of the n.p. to stimulate risk takers and variety seekers to test the n.p. The empirical findings of this study support the hypothesis (original in German). |
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