The Role of Consumer Shows in New Product Adoption

Discusses the increasing use of the show by marketers as a medium to launch new products. Analyses adoption theory and key characteristics of the show setting to explain how shows facilitate the acceptance of innovative consumer goods. Concludes that success depends on: organizing the exhibits and relevant information, integrating shows into product launches, and post‐show marketing.

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Year of publication:	1992
Authors:	Barczak, Gloria J. ; Bello, Daniel C. ; Wallace, Everett S.
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 9.1992, 2, p. 55-64
Publisher:	MCB UP Ltd
Subject:	Consumer behaviour \| Consumer goods \| Exhibitions \| Innovation \| Product launch

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/07363769210037024 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014849065