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Barriers to the adoption of really‐new products and the role of surrogate buyers

Praveen Aggarwal (Assistant Professor of Marketing, University of Minnesota‐Duluth, Minnesota, USA)
Taihoon Cha (Lecturer in the Division of Marketing and Tourism Management, Nanyang Technological University, Singapore)
David Wilemon (Professor of Marketing and Innovation Management, School of Management, Syracuse University, New York, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 August 1998

3911

Abstract

This paper examines adoption of really‐new products (RNPs) from a consumer perspective. The unique characteristics of RNPs which differentiate them from other innovative products are examined in relation to the role which these characteristics play in creating barriers to adoption of RNPs. These characteristics in turn affect different stages of the adoption process. Surrogate buyers, acting as agents used by adopters to provide guidance, direction, and/or advice related to marketplace activities, can significantly impact consumer adoption and commercial success of RNPs by minimizing or overcoming barriers related to the stages of the adoption process and characteristics of RNPs.

Keywords

Citation

Aggarwal, P., Cha, T. and Wilemon, D. (1998), "Barriers to the adoption of really‐new products and the role of surrogate buyers", Journal of Consumer Marketing, Vol. 15 No. 4, pp. 358-371. https://doi.org/10.1108/07363769810226000

Publisher

:

MCB UP Ltd

Copyright © 1998, MCB UP Limited

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