A longitudinal analysis of information source utilization
Journal of the Academy of Marketing Science · 1978 · Volume 6 · Issue 4
Abstract
Research on various information sources and their relationships to the diffusion process has been extensive and representative of several theoretical positions. Despite many diverse, empirical investigations of information sources and the communication of innovations, the longitudinal analysis of the combination of information sources used by the adopting population has received relatively less attention. The purpose of the research reported here was to test several hypotheses concerned with longitudinal information source utilization by the population adopting a retail innovation.
Keywords
Information Source, Longitudinal Analysis, Consumer Research, Change Agent, Early Adopter
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