Krishen, Anjala S.; Kachen, Sheen; Kraussman, Michael; … - In: Journal of Consumer Marketing 33 (2016) 7, pp. 489-497
Purpose This study aims to explore consumers’ motivations in the adoption of either print or digital forms of media, given the fluctuation of trends and attitudes in magazine consumption in the USA. This paper utilizes cognitive lock-in and the power law of practice to further the...