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Cultural Anchoring and Product Diffusion

Michael S. LaTour (Associate Professor of Marketing at Auburn University)
Scott D. Roberts (Assistant Professor of Marketing at Old Dominion University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 April 1992


Discusses the adoption and diffusion of product innovations among consumers. Examines the Cultural Anchoring model of diffusion, which comprises five sub‐areas: innovation process, trial/adoption process, diffusion process, assimilation/cultural anchoring, and aftermath. Surmises that certain technological innovations may foster a highly involving psychological dependence, with the individual′s self‐concept becoming strongly linked to his or her mastery over a new technology



LaTour, M.S. and Roberts, S.D. (1992), "Cultural Anchoring and Product Diffusion", Journal of Consumer Marketing, Vol. 9 No. 4, pp. 29-33.




Copyright © 1992, MCB UP Limited