Antecedents of the adoption process: Insights from consumer packaged food goods. Issue 1 (2nd January 2020)

• Record Type: Journal Article
• Authors: Kim, Kyoungmi (Kate); Allaway, Arthur W.; D'Souza, Giles
• Is Part Of: Journal of marketing theory and practice. Volume 28:Issue 1(2020)
• Page Start: 3
• Page End: 25
• Publication Date: 2020-01-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2019.1662311
• Languages: English
• ISSNs: 1069-6679

Abstract

ABSTRACT: The authors investigate the adoption process as a sequence of purchases and examine how marketing and consumer antecedents will influence the timing and depth of the process. The authors find (1) media advertising to be the most effective for trial likelihood, while in-store display to be the most effective for repeat purchase amount, (2) an nonlinear effect of price-promotion frequency through the adoption process, (3) a negative effect of assortment size on trial and repeat purchase likelihood, and (4) consumers' variety-seeking and domain-specific innovativeness are relatively strong drivers of consumers' trial likelihood. The findings can help provide guidance for marketing managers.