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Assessing consumer preferences in the context of new product diffusion

The possibility for different kinds of adopters, along Rogers' (1962) categorization, to display different preference patterns regarding a product's features, is investigated. The moderating role of diffusion-related variables, namely a product's newness and the extent of interpersonal communication, is assessed. / It is hypothesized that a respondent's evaluation of product descriptions can be influenced by the diffusion context which characterizes them. An attempt is made to show that such a context can be used to elicit different "best product" alternatives for different stages of the adoption curve and, prior to market introduction, can help predict time-dependent changes to be made to the product's features as adoption takes place.
Date January 1992
CreatorsCestre, Ghislaine
PublisherMcGill University
Source SetsLibrary and Archives Canada ETDs Repository / Centre d'archives des thèses électroniques de Bibliothèque et Archives Canada
Detected LanguageEnglish
TypeElectronic Thesis or Dissertation
CoverageDoctor of Philosophy (Faculty of Management.)
RightsAll items in eScholarship@McGill are protected by copyright with all rights reserved unless otherwise indicated.
Relationalephsysno: 001283656, proquestno: AAINN74472, Theses scanned by UMI/ProQuest.

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