Antecedents of the adoption process: Insights from consumer packaged food goods
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DOI: 10.1080/10696679.2019.1662311
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… read more here.
Keywords: adoption process; process insights; consumer; process ... See more keywords