Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.

Behavioral Changes in the Trial of New Products

Robert W. Shoemaker and F. Robert Shoaf
Journal of Consumer Research
Vol. 2, No. 2 (Sep., 1975), pp. 104-109
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2488751
Page Count: 6
  • Read Online (Free)
  • Download ($14.00)
  • Subscribe ($19.50)
  • Cite this Item
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Behavioral Changes in the Trial of New Products
Preview not available

Abstract

The theory of perceived risk suggests that consumers can reduce the consequences of trying a new brand by buying a smaller quantity on the trial purchase than is normally bought. This study, based on longitudinal analysis of 1,480 individual new brand buyers, found that initial purchase quantities were smaller, as predicted.

Page Thumbnails

  • Thumbnail: Page 
104
    104
  • Thumbnail: Page 
105
    105
  • Thumbnail: Page 
106
    106
  • Thumbnail: Page 
107
    107
  • Thumbnail: Page 
108
    108
  • Thumbnail: Page 
109
    109