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Cultural Anchoring in the Service Sector

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

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1992


Examines a new addition to thinking on adoption and diffusion of service innovations – the Cultural Anchoring Diffusion/Assimilation Model. Suggests that certain service innovations may encourage a type of psychological dependence that leads an individual′s self‐concept to become linked to his or her usage of a new service. Recommends, as a result of this model, several strategies for service marketing managers.



LaTour, M.S. and Roberts, S.D. (1992), "Cultural Anchoring in the Service Sector", Journal of Services Marketing, Vol. 6 No. 4, pp. 29-34.




Copyright © 1992, MCB UP Limited