Behavioral Changes in the Trial of New Products

1 September 1975

journal article
Published by Oxford University Press (OUP) in Journal of Consumer Research

Vol. 2 (2) , 104-109
https://doi.org/10.1086/208621

Abstract

The theory of perceived risk suggests that consumers can reduce the consequences of trying a new brand by buying a smaller quantity on the trial purchase than is normally bought. This study, based on longitudinal analysis of 1,480 individual new brand buyers, found that initial purchase quantities were smaller, as predicted.

Keywords

LONGITUDINAL ANALYSIS
BEHAVIORAL CHANGES
NEW PRODUCTS
INITIAL PURCHASE
PURCHASE THAN
BRAND BUYERS
INDIVIDUAL NEW
TRIAL PURCHASE
RISK SUGGESTS

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