Cognitive styles of consumer initiators
Foxall's study of the Kirton Adaptor-Innovator theory following work in three organizations concerned with food brands and products and two with the use of computer software suggests a more complex psychographic composition of consumer innovator segments than has generally been appreciated.
| Published in: | Technovation 15, 5 (1995). |
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| Format: | Article |
| Language: | English |
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