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Rethinking the TAM (technology adoption model) model: time to consider fun
It is widely agreed that usefulness of new products is one of the most considered factors by innovators to justify the adoption of new devices. However, the fun aspect of the product is rarely considered as a predictor of innovation adoption. The current study intends, therefore, to examine the effect of the fun aspect on consumers’ adoption of technological products.
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Consumer responses to brand extensions: a comprehensive model
This paper aims to understand the reciprocal spillover effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image.
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Applying lead user theory to young adults
The purpose of this paper is to identify lead users within social networks of young adults between 14 and 17 years of age. The main characteristics which identify lead users among adults can also be used with young adults. Those young adults who are more likely to be a lead user, are more ahead of a trend and have a higher amount of expected benefit. They also display more expertise than other young adults.
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Wooing zoomers: marketing to the mature traveler
The purpose of this paper is to highlight consumer trends relating to the baby boomer generation and identify the relevant marketing communications required to connect with these travelers.
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Context counts above all else
The challenge facing marketing research is the same as that facing marketing – one of context. The social influences and reference points that constitute context are more central than ever to the practice of marketing, yet they remain a stepchild of marketing – research in particular.
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Don’t explain the past, predict the future
This article says that the research industry needs to stop looking backwards and employ new technology to anticipate changing consumer behaviour. When a CEO wants to know how a product launch went awry, how purchase habits have changed or where the company is gaining ground, they ask research for answers. We have reams of them. But what if they ask a better question – one about what is going to happen?
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