Barriers to the adoption of really-new products and the role of surrogate buyers

Praveen Aggarwal, Taihoon Cha, David Wilemon

Research output: Contribution to journalArticlepeer-review

52 Scopus citations


This paper examines adoption of really-new products (RNPs) from a consumer perspective. The unique characteristics of RNPs which differentiate them from other innovative products are examined in relation to the role which these characteristics play in creating barriers to adoption of RNPs. These characteristics in turn affect different stages of the adoption process. Surrogate buyers, acting as agents used by adopters to provide guidance, direction, and/or advice related to marketplace activities, can significantly impact consumer adoption and commercial success of RNPs by minimizing or overcoming barriers related to the stages of the adoption process and characteristics of RNPs.

Original languageEnglish (US)
Pages (from-to)358-371
Number of pages14
JournalJournal of Consumer Marketing
Issue number4
StatePublished - Jan 1 1998


  • Buyers
  • Consumer behaviour
  • Innovation
  • New technology
  • Product differentiation
  • Product introduction


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