Consumer Innovators: The Key to New Product Success

Robertson, Thomas S.
December 1967
California Management Review;Winter67, Vol. 10 Issue 2, p23
Academic Journal
The author examines consumer attitudes regarding a variety of new products and tries to determine what types of consumers are most likely to embrace new products. The author terms such consumers "innovators." Compared to others, innovators are likely to be upwardly mobile with a larger amount of discretionary income. Compared to more conservative shoppers, they often pay little attention to the cost of new products. The author tested for consumer attitudes regarding pharmaceutical items, consumer goods, and agricultural products.


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