Openly accessible

Using the juster scale to predict adoption of an innovative product

McDonald, Heath and Alpert, Frank 2001, Using the juster scale to predict adoption of an innovative product, in Proceedings of the Australian and New Zealand Marketing Academy Conference 2001., [Australian and New Zealand Academy of Marketing], [Auckland, N.Z.], pp. 1-8.

Attached Files
Name Description MIMEType Size Downloads
mcdonald-usingthejuster-2001.pdf Published version application/pdf 35.23KB 1328

Title Using the juster scale to predict adoption of an innovative product
Author(s) McDonald, Heath
Alpert, Frank
Conference name Australian & New Zealand Marketing Academy. Conference (2001 : Auckland, N.Z.)
Conference location Auckland, New Zealand
Conference dates 1-5 December 2001
Title of proceedings Proceedings of the Australian and New Zealand Marketing Academy Conference 2001.
Editor(s) Chetty, Sylvie
Collins, Brett
Publication date 2001
Start page 1
End page 8
Publisher [Australian and New Zealand Academy of Marketing]
Place of publication [Auckland, N.Z.]
Summary The Juster scale - a simple, self-reported measure of purchase probability, has been shown to be effective in predicting consumers' future purchasing behaviours. Purchase probability scales have often been shown to be better predictors of future behaviour than purchase intentions measures, the more widely used method. The vast majority of studies though have used the scale to predict the purchase of products or services the consumer is already familiar with. This research looks at how accurately the Juster scale can predict early adoption of an innovative new product prior to its’ launch. In a longitudinal study of market behaviour, these predictions are compared to actual adoption rates. The results show that there is only a moderate level of correlation between purchase probability scores and actual adoption behaviour, in both the short and long term, but they are better than intention measures. The main difficulty in predicting adoption behaviour seems to stem from consumers inability to foresee intervening situational factors, rather than inaccuracies in the probability scale itself.
ISBN 0473082063
9780473082062
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2001, The authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004507

Document type: Conference Paper
Collections: School of Management and Marketing
Open Access Collection
Connect to link resolver
 
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.

Versions
Version Filter Type
Access Statistics: 636 Abstract Views, 1328 File Downloads  -  Detailed Statistics
Created: Mon, 07 Jul 2008, 09:38:04 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.