Journal of Consumer Marketing: Volume 6 Issue 2

Consumer Resistance to Innovations: The Marketing Problem and its solutions

S. Ram, Jagdish N. Sheth

Considers why customers resist innovations even though they areconsidered necessary and desirable. Identifies functional barriers suchas usage, value, and risk, and psychological…

Decision‐Framing Helps Make the Sale

Scot Burton, Laurie A. Babin

Considers the relevance for marketing practitioners of the recentresearch findings about the decision‐framing process. Presents anoverview of recent empirical research findings…

Soft Data – Hard Data: The Painful Art of Fence‐Sitting

Daniel Seymour

Considers the dichotomy of soft data/hard data that exists intraditional market research. Argues that by developing a long‐runorientation and a pluralistic approach to research…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb024738. When citing the article, please…

Ready, Fire, Aim: Explaining an Entrepreneurial Strategy for New Products

William Copulsky

Considers cases of new product launches where market analysissuggests that the product will fail but when pushed through by anentrepreneur proves to be a commercial success…

Problem‐Definition in Marketing Research Studies

Randall G. Chapman

Describes an approach that assists decision makers and marketresearch analysts in problem‐definition in market research studies.Examines the two‐stage process of formulating an…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb024737. When citing the article, please…