Journal of Consumer Marketing: Volume 5 Issue 2

NEW PRODUCT OR SERVICE ADOPTION: WHEN DOES IT HAPPEN?

John H. Antil

Models of the new product adoption process have traditionally assumed that consumers move directly from product trial to adoption. Such an assumption essentially equates product…

MARKETPLACE SCENARIO RESEARCH

Ted Karger

Marketers have long tracked changing consumer and competitive characteristics and behaviors to anticipate the potential impacts on their sales and image equities. But what about…

SPEEDING YOUR NEW PRODUCT TO MARKET

Milton D. Rosenau

There are several reasons why new products must be developed faster than before. This article reviews this changing imperative and describes several specific techniques that can…

COUPON REDEMPTION: A MOTIVATIONAL PERSPECTIVE

Emin Babakus, Peter Tat, William Cunningham

This study examined three attitudinal dimensions of coupon usage. A review of the literature suggested that price consciousness, time value, and satisfaction/pride are three major…

INTEGRATING CONSUMER INVOLVEMENT AND PRODUCT PERCEPTIONS WITH MARKET SEGMENTATION AND POSITIONING STRATEGIES

Claire P. Bolfing

Marketers must be aware that consumers do not evaluate all products in the same way. Even brands that are perceived as very similar overall are often selectively evaluated…

PERSONAL INVENTORY DECISIONS — WHAT SHOULD WE FIND OUT?

Marvin D. Troutt

This paper calls attention to the profound differences between personal inventory decision making and the corresponding decision making of business organizations. It is argued…