Essays on Consumer Learning and New Product Adoption

Essays on Issues in New Product Introduction: Product Rollovers, Information Provision, and Return Policies

Title of dissertation: ESSAYS ON ISSUES IN NEW PRODUCT INTRODUCTION: PRODUCT ROLLOVERS, INFORMATION PROVISION, AND RETURN POLICIES Eylem Koca, Doctor of Philosophy, 2011 Dissertation directed by: Prof. Gilvan C. Souza Kelley School of Business, Indiana University, Bloomington Prof. Yi Xu R. H. Smith School of Business, University of Maryland, College Park In this dissertation we study several k...

Essays on New Product Adoption and Diffusion

Role of Innovativeness of Consumer in Relationship between Perceived Attributes of New Products and Intention to Adopt

According to the literature, the two key factors that govern consumers’ adoption of innovative products are perceived product attributes and consumer traits. An IT product, iPad, is considered in a case study of how consumer innovativeness and new product attributes affect consumers’ intentions to adopt. The investigation also discusses the effect of consumer innovativeness on the relationship ...

Essays on Extended Service Contracts

Extended service contracts have been the major profit generator for many consumer electronics retailers as they contribute to half of the retailers' profit. My dissertation studies how consumers make purchase decisions of extended service contracts and how the ESC purchase decisions are related to the product purchase decisions. Essay 1: " Why Do Consumers Buy Extended Service Contracts? " The ...

The Development and Impact of Consumer Word of Mouth in New Product Diffusion

We investigate how consumer word of mouth (WOM) develops over time and in turn influences new product adoption. We develop a dynamic aggregate-level model of WOM development and new product diffusion that explicitly captures consumers’ learning of product quality from both marketing communications and WOM. It allows us to measure how effectively firms’ marketing efforts generate WOM (buzz) and ...