Paper on consumer innovation adoption co-authored by Ruud Frambach

The June 2011 issue of the International Journal of Research in Marketing features a paper co-authored by Ruud Frambach.

07/14/2011 | 9:18 AM

Understanding which consumers buy new products and why is a crucial question for many organizations. Much research has therefore focused on answering this question. In their study, Joep Arts, Ruud Frambach and Tammo Bijmolt synthesize this body of research to obtain a better insight in the key factors affecting consumers' innovation adoption decision. Whereas most studies do not explicitly distinguish between consumers' intention to buy a new product and consumers' behavior to actually do so, in this research the authors investigate whether the drivers of both decisions are similar or different. Using meta-analysis, the authors find important differences across the stages of the consumer innovation adoption process. Particularly, consumers are found to be attracted by innovations that are more complex, better match their needs, and involve lower uncertainty. However, consumers are found to actually purchase innovations with less complexity and higher relative advantages. Also consumer characteristics are found to play an important role. Based on these insights, marketers can formulate marketing strategies for their new products more effectively. 

Joep W.C. Arts, Ruud T. Frambach, Tammo H.A. Bijmolt (2011), Generalizations on consumer innovation adoption: a meta-analysis on drivers of intention and behavior, International Journal of Research in Marketing, Vol. 28, No. 2 (June), 134-144.