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- Title
Problem Solving and Trial Use in the Adoption Process.
- Authors
Reynolds, Fred D.
- Abstract
The article analyzes the adoption process of retail merchants for a bank charge account plan. The adoption process serves as a problem-oriented or an innovation-oriented starting point. Awareness serves as the starting point of an individual's adoption process. The respondents of this study are required to choose one of a set of situations which represent their own prior to enter the bank charge account plan. The structured situations imply the beginning of the respondents adoption process.
- Subjects
CHARGE accounts; ACCOUNTS; MERCHANTS; BUSINESSMEN; PROBLEM solving; MANAGEMENT; FINANCE; SELF-perception; AWARENESS
- Publication
Journal of Marketing Research (JMR), 1971, Vol 8, Issue 1, p100
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3149736