A comprehensive theoretical framework for understanding consumers information search behavior is presented. Unlike previous research, our model not only identifies what factors affect consumers search behavior, but also how they interact with each other. In particular, it emphasizes the...

Global marketing managers are interested in understanding the speed of the new product diffusion process and how the speed has changed in our ever more technologically advanced and global marketplace. Understanding the process allows firms to forecast the expected rate of return on their new...

Armed with improved targeting technology, firms are increasingly interested in optimizing their advertising dollars through consumer segment-specific targeting, particularly while introducing new products. That task becomes especially important in markets with distinct consumer segments – the...