Seeking Mass Market Acceptance for High‐Technology Consumer Products

Susan H. Higgins (Assistant professor of marketing in the School of Business at John Carroll University near Cleveland, Ohio)
William L. Shanklin (Graduate School of Management at Kent State University)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 January 1992


Discusses the various strategies for mass merchandizing technologically complex products and services. Considers fear of technology, high‐tech aficionados, and lifestyle differences as factors in marketing high‐tech goods. Concludes that separate strategies for aficionados and non‐aficionados should be developed, and also that more customer‐oriented strategies should take into account that the aficionados themselves can be segmented by interests.



Higgins, S.H. and Shanklin, W.L. (1992), "Seeking Mass Market Acceptance for High‐Technology Consumer Products", Journal of Consumer Marketing, Vol. 9 No. 1, pp. 5-14.




Copyright © 1992, MCB UP Limited

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