The link between attractiveness of “Extrabrand” attributes and the adoption of innovations
Thomas C. Boyd, Charlotte H. Mason
Journal of the Academy of Marketing Science · 1999 · Volume 27 · Issue 3
Abstract
While innovators may rush to purchase many new products, most consumers are more conservative and do not want to buy into fads but purchase only those new products that are viable. How do the majority of consumers make judgments about whether they will adopt an innovation? This article examines the evaluative aspects of adoption as a means for better understanding consumer adoption and the market factors that may influence the success of an innovation. This research introduces a conceptual model that shows how consumers’ evaluation of product category attractiveness affects the adoption decision for really new products. These consumer evaluations are based on the attributes of the product category (“extrabrand” attributes) rather than brand attributes. Results from a test of the model indicate that consumers do use extrabrand attributes to assess the attractiveness of innovative new products.
Keywords
Product Category, Purchase Intention, Adoption Decision, Adoption Process, Brand Choice
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