2009 Fiscal Year Final Research Report
Consumer Behavior In Adopting New Products Through Analogy And Marketing Strategy For New Product Introduction
| Project/Area Number |
19730290
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Commerce
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| Research Institution | Takushoku University |
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Principal Investigator |
TAJIMA Norio Takushoku University, 商学部, 准教授 (20328008)
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| Project Period (FY) |
2007 – 2009
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| Keywords | 新製品 / 普及 / 消費者行動 / マーケティング / 類推 / 情報処理 / デジタル家電 |
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| Research Abstract |
We proposed a theoretical framework from the perspective of analogy to explain how internal information in the consumer's memory affects the adoption of new products and its implication for marketing in introducing new products.
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