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Adoption of Really New Products: Retro Appearance and the Bandwagon Effect
Istanbul Bilgi University, Turkey.
Istanbul Bilgi University, Turkey.
Istanbul Bilgi University, Turkey.ORCID-id: 0000-0003-2248-0802
2014 (Engelska)Ingår i: Marketing theory challenges in emerging markets / [ed] Maja Szymura-Tyc, 2014, s. 23-Konferensbidrag, Publicerat paper (Refereegranskat)
Abstract [en]

The literature has paid far too little attention to the potential impact of retro appearance and bandwagon effect on the adoption of really new products. By integrating the retro appearance and bandwagon perspectives, we aim to contribute to the understanding of adoption of really new products. We purport that retro appearance and peer effect – familiar product appearances and observing peer usage – may attenuate the negative prejudgments towards really new products associated with perceived risks and facilitate adoption.

Ort, förlag, år, upplaga, sidor
2014. s. 23-
Nyckelord [en]
really new products, retro, bandwagon effect, perceived risk
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URN: urn:nbn:se:hj:diva-39040ISBN: 9788378752103 (tryckt)ISBN: 8378752100 (tryckt)OAI: oai:DiVA.org:hj-39040DiVA, id: diva2:1192332
Konferens
5th EMAC Regional Conference, September 24-26, 2014, University of Katowice, Poland
Tillgänglig från: 2018-03-22 Skapad: 2018-03-22 Senast uppdaterad: 2020-01-30Bibliografiskt granskad

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