Adoption of Innovations: Comparing the Imitation and the Threshold Models (Foundations and Trends(r) in Marketing)

Heiman, Amir; McWilliams, Bruce P; Zilberman, David

ISBN 10: 1638280207 / ISBN 13: 9781638280200

Published by Now Publishers (edition ), 2022

About this Item

It's a well-cared-for item that has seen limited use. The item may show minor signs of wear. All the text is legible, with all pages included. It may have slight markings and/or highlighting.

Seller Inventory # 1638280207-8-1

Bibliographic Details

• Title: Adoption of Innovations: Comparing the Imitation and the Threshold Models (Foundations and Trends(r) in Marketing)
• Publisher: Now Publishers (edition )
• Publication Date: 2022
• Language: English
• ISBN 10: 1638280207
• ISBN 13: 9781638280200
• Binding: Paperback
• Condition: Very Good

About this title

Synopsis

Adoption of Innovations reviews the Bass model and its new generation extensions as well as the alternative approach - the threshold model, which analyzes an individual's decision whether, and to what extent, to use a new technology given economic conditions. The authors show that the threshold model has a notable advantage in incorporating marketing tools that are targeted to and/or aim at reducing risk. This monograph describes the two models. It shows how they relate to each other, and then discusses how marketing tools, and in particular marketing tools that are designed to reduce risk, can be incorporated into each of the two models.