Psychographics and New Product Adoption: An Exploratory Study

1983 ◽  
Vol 57 (3_suppl) ◽  
pp. 1071-1076 ◽  
Author(s):  
Ronald Goldsmith
Keyword(s):  
Exploratory Study ◽  
New Products ◽  
Nominal Group Technique ◽  
New Product ◽  
Nominal Group ◽  
Self Concept ◽  
Innovative Behavior ◽  
Product Adoption ◽  
New Product Adoption

To study the role of venturesomeness in new product purchase, lifestyle items regarding new products were collected from a sample of students using the Nominal Group Technique. The items were combined in a questionnaire with a list of new products and Malhotra's self-concept scale and given to a second sample of students. Correlations of scores on the lifestyle statements with the number of new products purchased confirms that venturesomeness plays a role in innovative behavior. The more venturesome subjects saw themselves as excitable, indulgent, informal, liberal, vain, and colorful. Some early purchasers desire more information before they purchase than others. These individuals saw themselves as organized and rational.

The role of change agents in new product adoption: A case study

1988 ◽  
Vol 17 (2) ◽  
pp. 95-102 ◽  
Author(s):  
B.J. Harrer ◽  
R.O. Weijo ◽  
M.P. Hattrup
Keyword(s):  
Change Agents ◽  
New Product ◽  
Product Adoption ◽  
New Product Adoption

scholarly journals Strong Anxiety Boosts New Product Adoption When Hope Is Also Strong

2020 ◽  
Vol 84 (5) ◽  
pp. 60-78 ◽  
Author(s):  
Yu-Ting Lin ◽  
Deborah J. MacInnis ◽  
Andreas B. Eisingerich
Keyword(s):  
Perceived Control ◽  
New Products ◽  
Action Planning ◽  
New Product ◽  
Motivated Reasoning ◽  
The Other ◽  
Product Adoption ◽  
Adoption Studies ◽  
New Product Adoption ◽  
The One

New products can evoke anticipatory emotions such as hope and anxiety. On the one hand, consumers might hope that innovative offerings will produce goal-congruent outcomes; on the other hand, they might also be anxious about possible outcomes that are goal-incongruent. The authors demonstrate the provocative and counterintuitive finding that strong anxiety about potentially goal-incongruent outcomes from a new product actually enhances (vs. weakens) consequential adoption intentions (Study 1) and actual adoption (Studies 2 and 3) when hope is also strong. The authors test action planning (a form of elaboration) and perceived control over outcomes as serial mediators to explain this effect. They find that the proposed mechanism holds even after they consider alternative explanations, including pain/gain inferences, confidence in achieving goal-congruent outcomes, global elaboration, affective forecasts, and motivated reasoning. Managerially, the findings suggest that when bringing a new product to market, new product adoption may be greatest when hope and anxiety are both strong. The findings also point to ways in which marketers might enhance hope and/or anxiety, and they suggest that the use of potentially anxiety-inducing tactics such as disclaimers in ads and on packages might not deter adoption when hope is also strong.

Consumer Relationships with Brands

2015 ◽  
pp. 45-61
Keyword(s):  
New Products ◽  
New Product ◽  
Marketing Strategies ◽  
Consumer Loyalty ◽  
Product Adoption ◽  
New Product Adoption ◽  
Brand Relationships ◽  
Know How ◽  
Attitudes And Behaviors ◽  
And Behaviors

A brand can be one of a firm's most valuable assets; however, the value of a brand is contingent on the perceptions, attitudes, and behaviors of its consumers. A brand can legally belong to a firm, but its value is in consumers' hands. Thus, it is important to know how a brand can connect with its users and how to build strong brand relationships that lead to consumer loyalty and advocacy for a brand. Brands can also influence the adoption of new products by helping consumers to reduce the uncertainty of new product adoption. This chapter addresses how marketing strategies can enhance brand relationships.

scholarly journals The Role of Warranty of Misinforming for New Product Adoption

10.28945/1799 ◽  
2013 ◽  
Vol 10 ◽  
pp. 111-120
Author(s):  
Dimitar Grozdanov Christozov ◽  
Stefanka Chukova ◽  
Plamen Mateev
Keyword(s):  
New Product ◽  
Product Adoption ◽  
New Product Adoption

Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty

2008 ◽  
Vol 72 (6) ◽  
pp. 65-80 ◽  
Author(s):  
Scott A. Thompson ◽  
Rajiv K. Sinha
Keyword(s):  
New Products ◽  
New Product ◽  
Brand Community ◽  
Product Adoption ◽  
Community Members ◽  
New Product Adoption ◽  
Community Membership ◽  
Brand Communities ◽  
Product Categories ◽  
The Impact

Brand communities have been cited for their potential not only to enhance the loyalty of members but also to engender a sense of oppositional loyalty toward competing brands. However, the impact of brand community membership on actual new product adoption behavior has yet to be explored. This study examines the effects of brand community participation and membership duration on the adoption of new products from opposing brands as well as from the preferred brand. Longitudinal data were collected on the participation behavior, membership duration, and adoption behavior of 7506 members spanning four brand communities and two product categories. Using a hazard modeling approach, the authors find that higher levels of participation and longer-term membership in a brand community not only increase the likelihood of adopting a new product from the preferred brand but also decrease the likelihood of adopting new products from opposing brands. However, such oppositional loyalty is contingent on whether a competitor's new product is the first to market. Furthermore, in the case of overlapping memberships, higher levels of participation in a brand community may actually increase the likelihood of adopting products from rival brands. This finding is both surprising and disconcerting because marketing managers usually do not know which other memberships their brand community members possess. The authors discuss how managers can enhance the impact of their brand community on the adoption of the company's new products while limiting the impact of opposing brand communities.

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