ISSN:
1573-059X
Keywords:
Diffusion Theory
;
Innovative Choice
;
Information Processing
Source:
Springer Online Journal Archives 1860-2000
Topics:
Economics
Notes:
Abstract In this paper we examine how the information processing of subjects who make an innovative choice (“innovators”) differs from that of subjects who make a noninnovative choice (“noninnovators”). The task involves selection of an alternative within a range of prerated product category innovativeness. We propose that subjects who seek 1) impersonal/uncontrollable sources, 2) higher levels of information, 3) more detailed (versus summary) data, and 4) noncomparative (versus comparative) data are more likely to make innovative choices. The research method is a computerized process tracing experiment utilizing Search Monitor (Brucks 1988).
Type of Medium:
Electronic Resource
URL:
http://dx.doi.org/10.1007/BF00436030
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