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The impact of customer-specific and market-related variables on the preference for highly innovative products

Helm, Roland ; Conrad, Daniel


This paper presents a new framework for thinking about the predictors of customer decision making with respect to the adoption of highly innovative products in the consumer durables market. Based on the optimum stimulation theory, a comprehensive model for customer behavior is presented, linking the internal predispositions of the individual to their external market perceptions. Empirical results ...


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