Resource title

An Integrated and cross-cultural study of diffusion theory

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Motivated by the comprehensive review in Gatignon and Robertson (1985), this paper simultaneously tests various prevaling consumer theorires of new product adoption. It puts special emphasis on the impact of culture on adoption, a topic that has been largely neglected in previous research. We study ten home-office and high-end consumer electronics innovations using a sample of some 900 individuals from over 30 countries. In addition to uncovering new aspects of consumer innovativeness, this paper represents a first attempt to gauge the relative importance of all relevant forces driving individual adoption timing for new products, as hypothesized in the extant literature

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en

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application/pdf

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http://flora.insead.edu/fichiersti_wp/inseadwp1994/94-70.pdf

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Copyright INSEAD. All rights reserved