Innovative behavior and communication / Thomas S. Robertson
Imprint
New York : Holt, Rinehart and Winston, [c1971]
Descript
xiv, 331 p. : ill.; 24 cm
CONTENT
Innovation in the American economy -- The diffusion process -- Product adoption processes -- Profiling consumer innovators -- Communication and social influence: Communication process -- Communication structure -- Personal influence and opinion leadership -- The acceptance of personal influence -- Aggregate strategies to affect personal influence -- Models of attitude change and new product Marketing: Attitude and attitude change -- Models of new product acceptance