search query: @author Mason, C. / total: 14
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| Author: | Boyd, T. Mason, C. |
| Title: | The link between attractiveness of "extraband" attributes and the adoption of innovations |
| Journal: | Journal of the Academy of Marketing Science
1999 : SUMMER, VOL. 27:3, p. 306-319 |
| Index terms: | MARKETING INNOVATION BRANDS |
| Language: | eng |
| Abstract: | While innovators may rush to purchase many new products, most consumers are more conservative and do not want to buy into fads but purchase only those new products that are viable. How do the majority of consumers make judgments about whether they will adopt an innovation? This article examines the evaluative aspects of adoption as a means for better understanding consumer adopting and the market factors that may influence the success of an innovation. |
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