The Relative Influence of Consumer Innovativeness, Brand Loyalty, and Deal Proneness on New Product Adoption: A Direct Product Experience Study
Journal of Marketing Research and Case Studies
When consumers are introduced to new products, they often undergo a complex decision making process. Adopting an approach-avoidance conflict framework, this study examines the influence of three consumer dispositions, specifically consumer innovativeness, brand loyalty, and deal proneness on the adoption of an innovative premium consumer…