Cultural Anchoring and Product Diffusion
- 1 April 1992
- journal article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 9 (4) , 29-33
- https://doi.org/10.1108/07363769210037060
Abstract
Discusses the adoption and diffusion of product innovations among consumers. Examines the Cultural Anchoring model of diffusion, which comprises five sub‐areas: innovation process, trial/adoption process, diffusion process, assimilation/cultural anchoring, and aftermath. Surmises that certain technological innovations may foster a highly involving psychological dependence, with the individual′s self‐concept becoming strongly linked to his or her mastery over a new technologyKeywords
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