External information sources of product enthusiasts: Differences between variety seekers, variety neutrals, and variety avoiders
✍ Scribed by Tim H. Dodd; Bruce E. Pinkleton; A. William Gustafson
- Publisher
- John Wiley and Sons
- Year
- 1996
- Tongue
- English
- Weight
- 930 KB
- Volume
- 13
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
The external information sources of enthusiasts are examined. Enthusiasts who frequently switch their purchases of wine from different regions are compared with those who switch their purchases less frequently. Findings indicate that variety-seeking enthusiasts use a significantly larger number of information sources than variety neutrals, and variety neutrals use a significantly larger number of sources than variety avoiders. Differences concerning wine consumption, the use of print media, interpersonal sources, and trial information sources are also noted. 01996 John Wiley & Sons, Inc.
Understanding the information sources used by consumers is of great value to marketers when developing promotional strategies. Researchers