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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 (English)In: Marketing theory challenges in emerging markets / [ed] Maja Szymura-Tyc, 2014, p. 23-Conference paper, Published paper (Refereed)
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.

Place, publisher, year, edition, pages
2014. p. 23-
Keywords [en]
really new products, retro, bandwagon effect, perceived risk
National Category
Environmental Management
Identifiers
URN: urn:nbn:se:hj:diva-39040ISBN: 9788378752103 (print)ISBN: 8378752100 (print)OAI: oai:DiVA.org:hj-39040DiVA, id: diva2:1192332
Conference
5th EMAC Regional Conference, September 24-26, 2014, University of Katowice, Poland
Available from: 2018-03-22 Created: 2018-03-22 Last updated: 2018-04-16Bibliographically approved

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5th EMAC Regional ConferenceFulltext

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Özturkcan, Selcen

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