Journal of Consumer Marketing: Volume 15 Issue 4

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

Eva Martinez, Yolanda Polo, Carlos Flavián

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…

Product experience and consumer product attribute inference accuracy

Kevin Mason, Joyce Bequette

Consumers’ product evaluations are often influenced by information contained in their memories. Prior to product evaluations, consumers are often exposed to data that permits them…

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

Praveen Aggarwal, Taihoon Cha, David Wilemon

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…

Leaving home: brand purchase influences on young adults

Tammi S. Feltham

A widely held assumption is that brands purchased by the family will continue to be purchased by the children when they become adults. However, little consumer research actually…

The efficiency of franchising in the residential real estate brokerage market

Randy I. Anderson, Robert Fok

Franchising has been present in the residential real estate brokerage market for many years. Today, nearly one of every five firms in this sector is organized as a franchise and…

The use of franchising as a growth strategy by US restaurant franchisors

Kabir C. Sen

The paper summarizes predictions about the use of franchising as an expansion strategy and examines them through an empirical investigation of a sample of restaurant franchisors…