Journal ArticleDOI
The search for the consumer innovator
TLDR
The acceptance of newness by the members of a particular society or culture is a subject of major interest to anthropologists, sociologists, and businessmen as mentioned in this paper, who have found that new-product introductions appear to be not only the most important undertaking in marketing but also the most difficult.Abstract:
The acceptance of newness by the members of a particular society or culture is a subject of major interest to anthropologists, sociologists, and businessmen. How are new ideas, practices, and products diffused from one individual or group to another? Are there some groups or individuals who are more receptive to newness than others? Successful innovation is the key to business success. Yet new-product failure rates are estimated as high as 95 percent.1 New-product introductions appear to be not only the most important undertaking in marketing but also the most difficult. Within the past ten years businessmen have discovered that for a number of years the related disciplines of anthropology and sociology have been conducting significant research relating to the diffusion of innovations. Their findings appear to be applicable to the marketing problems involved in introducing new products.read more
Citations
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Journal ArticleDOI
Characteristics of Adopters and Non-Adopters of Home Computers
TL;DR: In this paper, the authors investigated the profile of the adopter of a technological innovation, the home computer, using a simple trait + behavior model, whereas Rogers' diffusion model (Rogers 1962; Rogers and Shoemaker 1968) is a contingency model: trait + communication + behavior.
Journal ArticleDOI
Personality and Consumer Behavior: A Review
TL;DR: In this article, the authors attempted to relate purchasing behavior, media choice, innovation, and other marketing phenomena to personality, with varying degrees of success, and found that they were correlated with purchasing behavior and media choice.
Journal ArticleDOI
The adoption of Internet financial services: a qualitative study
TL;DR: In this article, a qualitative study employed Rogers' model of perceived innovation attributes is augmented by Bauer's concept of perceived risk to examine the case of the consumer adoption of Internet financial services, which may be viewed as an innovation in service delivery.
Journal ArticleDOI
The adoption of direct banking services
Andy Lockett,Dale Littler +1 more
TL;DR: In this article, a model of the perceived innovation attributes and the personal characteristics of adopters and non-adopters was developed, based on literature and consumer research, and tested using a questionnaire concerned with the UK market for direct banking services.
Journal ArticleDOI
Consumer adoption of technological innovations
TL;DR: In this paper, a conceptual model of consumer innovation adoption based on knowledge and compatibility is introduced, which is intended to help researchers and practitioners successfully identify potential adopters of a technological innovation.
References
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Book
Diffusion of Innovations
TL;DR: A history of diffusion research can be found in this paper, where the authors present a glossary of developments in the field of Diffusion research and discuss the consequences of these developments.
The Diffusion of Innovations
Jade Coston,Everett M. Rogers +1 more
TL;DR: Diffusion is the process by which an innovation is communicated through certain channels over time among the members of a social system by concerned with the spread of messages that are perceived as new ideal.
Journal ArticleDOI
Personality Correlates of Opinion Leadership and Innovative Buying Behavior
TL;DR: In this paper, the relationship of standardized personality variables to opinion leadership and innovativeness is assessed using the California Psychological Inventory using correlation and regression analysis, and the results show that personality variables are correlated with opinion leadership.