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For example, as Sammer and Wüstenhagen (2006:188) point out microeconomic theory (consumer theory) states that, “humans make decisions that maximize their utility”. [34] Therefore, if buying environmental products does not maximize an individual's utility then they will not purchase them, regardless of their attitudes towards these issues.
It usually derives from marketing research, most accurately from panel research, but also from adhoc work. Sometimes it may be available from figures that governments or industries have collected. However, these are often based on categories that make bureaucratic sense but are less helpful in marketing terms. The 'usage gap' is thus:
Info-gap decision theory seeks to optimize robustness to failure under severe uncertainty, [1] [2] in particular applying sensitivity analysis of the stability radius type [3] to perturbations in the value of a given estimate of the parameter of interest.
Among students of marketing, the mnemonic RATER, an acronym formed from the first letter of each of the five dimensions, is often used as an aid to recall. A simplified model of service quality Businesses use the SERVQUAL instrument (i.e. questionnaire) to measure potential service quality problems and the model of service quality to help ...
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers or simply Crossing the Chasm (1991, revised 1999 and 2014), is a marketing book by Geoffrey A. Moore that examines the market dynamics faced by innovative new products, with a particular focus on the "chasm" or adoption gap that lies between early and mainstream markets.
This gap between niche appeal and mass (self-sustained) adoption was originally labeled "the marketing chasm". [2] The categories of adopters are innovators, early adopters, early majority, late majority, and laggards. [3] Diffusion manifests itself in different ways and is highly subject to the type of adopters and innovation-decision process.
Technology Gap Theory is a model developed by M.V. Posner in 1961, which describes an advantage enjoyed by the country that introduces new goods in a market. [1] The country will enjoy a comparative advantage as well as a temporary state of monopoly until other countries have achieved the ability to imitate the new good.
Chasm theory is only applicable to discontinuous innovations, which are those that impose a change of behavior, new learning, or a new process on the buyer or end user. And the pre-requisite for a chasm or gap to exist in the adoption lifecycle is the innovation must be discontinuous. [1]