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| Author: | Hoffmann, A. O.I. Broekhuizen, T. L.J. |
| Title: | Understanding investors' decisions to purchase innovative products: drivers of adoption timing and range |
| Journal: | International Journal of Research in Marketing
2010 : DEC, VOL. 27:4, p. 342-355 |
| Index terms: | investors consumer behaviour decision making new products |
| Language: | eng |
| Abstract: | Purpose of this paper is to examine the psychological and sociological personality traits that influence in consumers' predisposition to adopt new investment products. The study contains two different surveys administered to individual investors. The findings show that individual investors' psychological and sociological roots have impact on their innovative adoption behaviour. Consumers scoring highly on dispositional innovativeness are quicker to adopt new investment products because they perceive lower complexity and greater visibility, not because their risk perceptions are different. |
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