Are Early Triers Heavy Users?

Abstract

Triers of products occupy an important, but largely unproven, position in marketing strategy formulation. The earliest triers, often defined as innovators or early adopters, are thought to be critical to the success of newly introduced products; thus, the numerous research efforts aimed at identifying their characteristics. Results of these studies have been mixed with few product-independent generalizations (Taylor 1977). The trier, though this time not necessarily the earliest trier, is also a key element of the behavioral influence approach to demand modification. Marketers utilizing behavioral influence strategies are assuming that product trial will alter (increase) rates of product acceptance. This basic assumption has been supported in not-forprofit settings, where preliminary contacts with prospects (e.g., donors) have yielded greater desired results (e.g., contributions) than cold calls (Freedman and Fraser 1966; Pliner et al. 1974; Miller, Brichman, and Bolen 1975). In business settings, however, research has been very limited and the results disappointing. Scott (1976), in the only major research effort in the area, found that a 2-week trial was more effective than a cold calling or no initial approach in generating subsequent compliance with a purchase request (subscription to a suburban newspaper).