𝔖 Bobbio Scriptorium
✦   LIBER   ✦

Information processing and innovative choice

✍ Scribed by William T. Ross; Thomas S. Robertson

Publisher
Springer US
Year
1991
Tongue
English
Weight
674 KB
Volume
2
Category
Article
ISSN
0923-0645

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✦ Synopsis

In this paper we examine how the information processing of subjects who make an innovative choice (~innovators") differs from that of subjects who make a noninnovative choice ("noninnovators"). The task involves selection of an alternative within a range of prerated product category innovativeness. We propose that subjects who seek 1) impersonal/uncontrollable sources, 2) higher levels of information, 3) more detailed (versus summary) data, and 4) noncomparative (versus comparative) data are more likely to make innovative choices, The research method is a computerized process tracing experiment utilizing Search Monitor (Brucks 1988).

Diffusion Theory is one of the more important conceptualizations of how information is transmitted within social systems. The basis of the diffusion paradigm has traditionally been sociological (Rogers 1983). Recently, after something of a hiatus, diffusion has received renewed attention in the marketing literature (e.g.,

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