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A multi-attribute diffusion model for forecasting the adoption of investment alternatives for consumers |
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| Authors: | Rajendra K. Srivastava Vijay Mahajan Sridhar N. Ramaswami Joseph Cherian |
| Affiliation: | 1. RAJENDRA K. SRIVASTAVA is Associate Professor of Marketing and the Charles A. LeMaistre Centennial Fellow at the Institute for Constructive Capitalism, University of Texas at Austin, USA;2. VIJAY MAHAJAN is Herman W. Lay Chair Professor of Marketing, Edwin L. Cox School of Business, Southern Methodist University, Dallas, and Senior Research Fellow at the Institute for Constructive Capitalism, University of Texas at Austin USA;3. SRIDHAR N. RAMASWAMI and JOSEPH CHERIAN are doctoral students in marketing, University of Texas at Austin USA |
| Abstract: | This article develops a diffusion model that incorporates potential adopters' perceptions of the relevant innovation attributes in explaining the rate of adoption of an innovation. Data from 14 investment alternatives currently available to consumers are used to develop a multi-attribute diffusion model for forecasting the acceptance of a potential investment alternative. Limitations and further extensions of the proposed model are also discussed. |
| Keywords: | Address reprint requests to Prof. Vijay Mahajan Edwin L. Cox School of Business Southern Methodist University Dallas TX 75275 USA |
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