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Predicting consumer innovative behavior using alternative theories and likelihood measures: a longitudinal study

McDonald, Heath and Alpert, Frank 2006, Predicting consumer innovative behavior using alternative theories and likelihood measures: a longitudinal study, in 2006 AMA Educators' proceedings: enhancing knowledge development in marketing, American Marketing Association, Chicago, Ill., pp. 147-149.

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Title Predicting consumer innovative behavior using alternative theories and likelihood measures: a longitudinal study
Author(s) McDonald, Heath
Alpert, Frank
Conference name American Marketing Association. Conference (2006: St. Petersburg, Fla.)
Conference location St. Petersburg, Fla.
Conference dates 4-7 Aug. 2006
Title of proceedings 2006 AMA Educators' proceedings: enhancing knowledge development in marketing
Editor(s) Grewal, Dhruv
Levy, Michael
Krishnan, R.
Publication date 2006
Conference series American Marketing Association Conference
Start page 147
End page 149
Publisher American Marketing Association
Place of publication Chicago, Ill.
Summary This paper reports on a longitudinal study of consumers, where two dominant theories that purport to predict innovative behavior are applied and compared directly, using a methodology suggested as ideal by past researchers. Predictions made prior to launch were then evaluated against multiple measures of purchase likelihood, and against actual adoption behavior up to 12 months after launch. The results of this study suggest that perceptions of the innovations characteristics (PIC) predicted the selfreported likelihood of adoption better than the Domain Specific Innovativeness (DSI) scale, a personality-based measure. Prediction of actual adoption was largely inaccurate and both theories massively over predicted adoption levels, however the DSI scale was slightly more accurate. The conclusions here are that no one theory could make adequate predictions of behavior, that purchase likelihood measures are a poor substitute for measuring actual behavior but that purchase probability scales should be used more often in adoption research.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 0877573220
9780877573227
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2006, American Marketing Association
Persistent URL http://hdl.handle.net/10536/DRO/DU:30006087

Document type: Conference Paper
Collections: Deakin Graduate School of Business
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