Antecedents of the adoption process: Insights from consumer packaged food goods

Abstract

ABSTRACTThe authors investigate the adoption process as a sequence of purchases and examine how marketing and consumer antecedents will influence the timing and depth of the process. The authors find (1) media advertising to be the most effective for trial likelihood, while in-store display to be the most effective for repeat purchase amount, (2) an nonlinear effect of price-promotion frequency through the adoption process, (3) a negative effect of assortment size on trial and repeat purchase likelihood, and (4) consumers’ variety-seeking and domain-specific innovativeness are relatively strong drivers of consumers’ trial likelihood. The findings can help provide guidance for marketing managers.