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The Effect Of Personal Values On Consumers’ Inclination To Adoptinnovations


  • Cevahir Uzkurt

    () (Eskisehir Osmangazi University)


Although there has been a fair amount of research on the role of personal values in marketing and consumer behavior, few studies addressed the relationship between personal values and adoption of innovations. This study focuses on the effect of personal values on consumers’adoption of innovations. In order to determine the relationship and the effect, this study developes a structural equation model introducing relations between personal values and adoption of innovations consistent with previous studies. The result of this study shows that personal vales has effect on the adoption process for new products.

Suggested Citation

  • Cevahir Uzkurt, 2007. "The Effect Of Personal Values On Consumers’ Inclination To Adoptinnovations," Anadolu University Journal of Social Sciences, Anadolu University, vol. 7(2), pages 241-260, December.
  • Handle: RePEc:and:journl:v:7:y:2007:i:2:p:241-260

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    References listed on IDEAS

    1. Sharma, Arun & Stafford, Thomas F., 2000. "The Effect of Retail Atmospherics on Customers' Perceptions of Salespeople and Customer Persuasion:: An Empirical Investigation," Journal of Business Research, Elsevier, vol. 49(2), pages 183-191, August.
    2. David R. Bell & James M. Lattin, 1998. "Shopping Behavior and Consumer Preference for Store Price Format: Why “Large Basket” Shoppers Prefer EDLP," Marketing Science, INFORMS, pages 66-88.
    3. Belk, Russell W, 1975. " Situational Variables and Consumer Behavior," Journal of Consumer Research, Oxford University Press, vol. 2(3), pages 157-164, December.
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    More about this item


    Personal Values; Adoption of Innovations; Innovation; New Product; Structural Equation Modeling;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C46 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Specific Distributions


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