The Influence of New Product Characteristics on Rate of Adoption

Abstract

The five characteristics that influence new product rate of adoption are routinely covered in the Principles of Marketing course. Any particular marketing concept such as relative advantage, compatibility, complexity, divisibility, and communicability may not capture interest or engagement among students who take the course as a graduation requirement. Thus, an active learning activity game was developed to address the lack of participation and understanding. Primary assessment of the activity ( n = 300) demonstrated that students found Bidding for Buyers a valuable learning experience by encouraging class participation and student motivation. A confirmatory study ( n = 85) also demonstrated that student comprehension of new product characteristics and their influence on rate of adoption using a traditional lecture and Bidding for Buyers was significantly higher compared with just a traditional lecture covering the same material.

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