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Dissertation Information for William David Danko

NAME:
- William David Danko

DEGREE:
- Ph.D.

DISCIPLINE:
- Management

SCHOOL:
- Rensselaer Polytechnic Institute (USA) (1983)

ADVISORS:
- None

COMMITTEE MEMBERS:
- None

MPACT Status: Incomplete - Not_Inspected

Title: CHARACTERISTICS OF EARLY ADOPTERS OF HIGH TECHNOLOGY INNOVATIONS USED IN THE HOME

Abstract: "To help understand important consumer characteristics, 22 ""predictor"" variables comprising eight hypotheses (venturesomeness, financial ability, print media exposure, ability to deal with abstractions, experience with existing technological products used in the home, family life cycle, fatalism, and demographics) were tested on a nationwide data set of 936 male early adopters/potential later adopters of microwave ovens, video cassette recorders, and personal computers.

The results indicate that in terms of single product ownership, early adopters of personal computers are substantially different from the general population. In sharp contrast, early adopters of video cassette recorders differ from the general population on only two dimensions. Early adopters of microwave ovens fall between these two extremes.

If conclusions were made on the basis of just one product, substantial differences would be difficult to reconcile, and little guidance would be given for setting marketing positioning strategies for future offerings. Therefore, this study makes two fundamental contributions to the marketing literature: (1) since a representative nationwide sample of male early adopters was studied, the results may be generalized to the entire adult male United States population. Most cross sectional studies of this type lack external validity and are not generalizable due to small samples that are severely restricted in their geographic coverage; (2) three high technology products that are used in the home are considered as a group instead of on a piecemeal basis, as is usually the case. This feature allows generalizations to made about common denominators among early adopters with greater confidence.

This study demonstrates that some common characteristics can be identified among early adopters of the three products studied. Thus, manufacturers of additional ""high technology products used in the home"" such as wireless telephones, picture telephones, digital audio disk players, home terminals, and electronic mail devices, could very well have a greater chance of market success by relying on common characteristics already discovered when shaping their marketing strategy."

MPACT Scores for William David Danko

A = 0
C = 2
A+C = 2
T = 0
G = 0
W = 0
TD = 0
TA = 0
calculated 2008-01-31 06:13:28

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