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https://doi.org/10.1177/002224377000700407
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Cite Journal: Journal of Marketing Research |  Publication Date: Nov 1, 1970 |
 Citations: 27 |
A two-category typology of new consumer products was used to investigate the relationship between consumer personality characteristics and acceptance of new products. It was found that the influence of a consumer's dogmatism upon his acceptance of new products was mediated by the type of new product presented.
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