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)
304
Abstract
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
Keywords
Citation
LaTour, M.S. and Roberts, S.D. (1992), "Cultural Anchoring and Product Diffusion", Journal of Consumer Marketing, Vol. 9 No. 4, pp. 29-33. https://doi.org/10.1108/07363769210037060
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited