Behavioral versus demographic predictors of early adoption : a critical analysis and comparative test

McDonald, Heath, Corkindale, David and Sharp, Byron 2003, Behavioral versus demographic predictors of early adoption : a critical analysis and comparative test, Journal of marketing theory and practice, vol. 11, no. 3, Summer, pp. 84-95.

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Title Behavioral versus demographic predictors of early adoption : a critical analysis and comparative test
Author(s) McDonald, Heath
Corkindale, David
Sharp, Byron
Journal name Journal of marketing theory and practice
Volume number 11
Issue number 3
Season Summer
Start page 84
End page 95
Publisher Association of Marketing Theory and Practice
Place of publication Armonk, N.Y.
Publication date 2003
ISSN 1069-6679
Keyword(s) innovations
consumer behavior
demographics
theory
predictions
Socioeconomic factors
Summary Predicting which consumers will be amongst the first to adopt an innovative product is a difficult task but is valuable in allowing effective and efficient use of marketing resources. This paper examines the accuracy of predictions made about likely first adopters based on the most widely accepted theory and compares them to predictions made by examining the relevant past behavior of consumers. A survey of over 1000 consumers examined adoption of an innovative technology: compact fluorescent lightglobes. The results show that variables which were derived from a utility and awareness perspective were a more accurate and managerially useful predictor than the demographic variables derived from the widely accepted theory based on the work of Rogers. It is suggested that these alternative variables could be utilized more readily by marketing managers in many circumstances.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2003, Association of Marketing Theory and Practice
Persistent URL http://hdl.handle.net/10536/DRO/DU:30002240

Document type: Journal Article
Collection: Deakin Graduate School of Business
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