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Preparing for the Adoption of the New Arrival

Author

Listed:
  • Castaño Raquel

    (Professor of Marketing at EGADE Tecnológico de Monterrey, México)

  • Sujan Mita
  • Sujan Harish

    (Professors of Marketing at A. B. Freeman School of Business, Tulane University, New Orleans (LA))

  • Kacker Manish

    (Associate Professor of Marketing, AIC Professor of Strategic Business Studies, DeGroote School of Business, McMaster University, Hamilton, Canada)

Abstract

The emotional state of many expecting parents shifts from unbridled joy to anxiety as the reality of learning to care for a newborn and forsaking their current lifestyle sinks in. Similarly, consumers have different concerns when they first hear about a new product compared to the time when they consider buying it. If the buying decision is in the distant future, consumers are primarily concerned with the benefits derived from using the product, such as how the product performs and symbolic benefits of owning the new product. As the buying decision draws closer, consumers shift attention to cost-related issues, such as how long will it take to learn how to use the product or how much will it cost to maintain and use it. Executing a two-phased communication strategy by management that is synchronized with this shift in mental processes by first emphasizing new product benefits and features and later focusing on the practical aspects of using the innovation can have a beneficial impact on both organizational performance and consumer welfare

Suggested Citation

  • Castaño Raquel & Sujan Mita & Sujan Harish & Kacker Manish, 2009. "Preparing for the Adoption of the New Arrival," GfK Marketing Intelligence Review, Sciendo, vol. 1(2), pages 16-23, November.
    • Handle: RePEc:vrs:gfkmir:v:1:y:2009:i:2:p:16-23:n:3
    DOI: 10.2478/gfkmir-2014-0074
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