Photo from wikipedia
ABSTRACT The authors investigate the adoption process as a sequence of purchases and examine how marketing and consumer antecedents will influence the timing and depth of the process. The authors… Click to show full abstract
ABSTRACT The authors investigate the adoption process as a sequence of purchases and examine how marketing and consumer antecedents will influence the timing and depth of the process. The authors find (1) media advertising to be the most effective for trial likelihood, while in-store display to be the most effective for repeat purchase amount, (2) an nonlinear effect of price-promotion frequency through the adoption process, (3) a negative effect of assortment size on trial and repeat purchase likelihood, and (4) consumers’ variety-seeking and domain-specific innovativeness are relatively strong drivers of consumers’ trial likelihood. The findings can help provide guidance for marketing managers.
Journal Title: Journal of Marketing Theory and Practice
Year Published: 2019
Link to full text (if available)
Share on Social Media: Sign Up to like & get
recommendations!