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Presentations at an Academic or Professional conference (1992), Conference on Research Traditions in Marketing, EIASM, Brussels, January 9-10

One-sidedness of Marketing Premises: The Case of Diffusion of Innovations

This paper shows that the diffusion of new durables can be explained by the variation of the propensities to buy across households instead of the contagion effect.

BEMMAOR, A.C. (1992). One-sidedness of Marketing Premises: The Case of Diffusion of Innovations. In: Conference on Research Traditions in Marketing, EIASM, Brussels, January 9-10.