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The acceptance and diffusion of new consumer durables: differences between first and last adopters

Eva Martinez (Assistant Professor of Marketing at the Department of Economics and Business Studies, City University Business School, Zaragoza, Spain)
Yolanda Polo (Professor of Marketing and Director of the Department of Economics and Business Studies, City University Business School, Zaragoza, Spain)
Carlos Flavián (Assistant Professor of Marketing, Department of Economics and Business Studies, City University Business School, Zaragoza, Spain)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 August 1998

Abstract

The diffusion process of an innovation, whether it be a product, a service or an idea, will vary in function of the characteristics of that innovation, as well as of the agents to whom it is directed. The objective of this paper is to differentiate the behaviour of the different adopter categories that emerge at the time of the adoption of new products. Uses the methodology proposed by Mahajan et al., based on the Bass model, which allows for a distinction to be drawn between five categories of adopters, namely innovators, early adopters, early majority, late majority and laggards, with reference to the acceptance process for new consumer durables. This is employed in an empirical application carried out with respect to the adoption of various consumer durables that are frequently found in the majority of households, whilst the demographic and socio‐economic characteristics of the individuals who make up each adopter category are used in order to differentiate their behaviour.

Keywords

Citation

Martinez, E., Polo, Y. and Flavián, C. (1998), "The acceptance and diffusion of new consumer durables: differences between first and last adopters", Journal of Consumer Marketing, Vol. 15 No. 4, pp. 323-342. https://doi.org/10.1108/07363769810225975

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited