Publication Type
Journal Article
Version
publishedVersion
Publication Date
2-1990
Abstract
Using the analytical logic underlying the classical adopter categorization approach proposed by Rogers, the authors suggest that adopter categories for a product innovation can also be developed by using their well-established diffusion models such as the Bass model. With data on 11 consumer durable products, they compare adopter categories generated by the classical approach and the Bass diffusion model, respectively. An application examining the diffusion of personal computers is documented to illustrate the usefulness of the adopter categorization based on the Bass diffusion model in studying differences among adopter categories.
Discipline
Marketing | Technology and Innovation
Research Areas
Marketing
Publication
Journal of Marketing Research
Volume
27
Issue
1
First Page
37
Last Page
50
ISSN
0022-2437
Identifier
10.2307/3172549
Publisher
American Marketing Association
Citation
Mahajan, Vijay; Muller, Eitan; and SRIVASTAVA, Rajendra Kumar.
Determination of Adopter Categories by Using Innovation Diffusion Models. (1990). Journal of Marketing Research. 27, (1), 37-50.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4122
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.2307/3172549