Midgley, David F; Dowling, Grahame R - In: Journal of Consumer Research 19 (1993) 4, pp. 611-25
In this article we simplify and apply our 1978 contingency model of adoption, in the simplified model, an individual's predisposition to innovate is modified by socially transmitted messages about the innovation, as well as by other situation specific factors. This model is used to make...