Barriers to the adoption of really‐new products and the role of surrogate buyers

Praveen Aggarwal · Taihoon Cha · David L. Wilemon

85 citations0/0 files storedJournal of Consumer Marketing

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Innovation Diffusion and Forecasting Consumer Behavior and Marketing Influence Technology Adoption and User Behaviour

Abstract

This paper examines adoption of really‐new products (RNPs) from a consumer perspective. The unique characteristics of RNPs which differentiate them from other innovative products are examined in relation to the role which these characteristics play in creating barriers to adoption of RNPs. These characteristics in turn affect different stages of the adoption process. Surrogate buyers, acting as agents used by adopters to provide guidance, direction, and/or advice related to marketplace activities, can significantly impact consumer adoption and commercial success of RNPs by minimizing or overcoming barriers related to the stages of the adoption process and characteristics of RNPs.

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References

2019Diffusion of Innovations 1 1972Principles of Marketing 1987Dimensions of Consumer Expertise 1994A Model of Perceived Risk and Intended Risk-Handling Activity 1989Schema Congruity as a Basis for Product Evaluation 1985Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments 1994The Moderating Effects of Message Framing and Source Credibility on the Price-Perceived Risk Relationship 1982Information Load and Consumer Decision Making

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