Abstract:Adoption has always been an important process to discuss among marketers. Major work in the field of innovation adoption has been based on theory of first purchase by consumers. Of late attention has also been given to multi-stage nature of diffusion process. There are practitioners who have verified adoption as multi-stage process (depending on awareness and motivation). Researchers have lately also understood the value of change in marketing strategy and other factors that often lead to change in the rate of… Show more
Set email alert for when this publication receives citations?
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.