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The Role of Consumer Shows in New Product Adoption

Gloria J. Barczak (Assistant Professor of Marketing at Northeastern University in Boston)
Daniel C. Bello (Associate Professor of Marketing at Georgia State University in Atlanta)
Everett S. Wallace (Research Assistant in the Department of Marketing at Georgia State University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1992

Abstract

Discusses the increasing use of the show by marketers as a medium to launch new products. Analyses adoption theory and key characteristics of the show setting to explain how shows facilitate the acceptance of innovative consumer goods. Concludes that success depends on: organizing the exhibits and relevant information, integrating shows into product launches, and post‐show marketing.

Keywords

Citation

Barczak, G.J., Bello, D.C. and Wallace, E.S. (1992), "The Role of Consumer Shows in New Product Adoption", Journal of Consumer Marketing, Vol. 9 No. 2, pp. 55-64. https://doi.org/10.1108/07363769210037024

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited