Backward Profiling of Male Innovators
Open Access
- 1 February 1974
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 11 (1) , 79-85
- https://doi.org/10.1177/002224377401100108
Abstract
Male innovative behavior is examined from the perspective of a multidimensional conceptualization of the innovator. The analysis suggests that the simultaneous study of innovative behavior for several product categories yields meaningful bases for segmenting male suburbanites. The multidimensional conceptualization and the analysis approach appear to offer insights into the new product diffusion process of suburban males.Keywords
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