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Keywords: Diffusion of innovation
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Journal Articles
A consumer adoption model for personalized medicine: an exploratory study
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International Journal of Pharmaceutical and Healthcare Marketing (2014) 8 (4): 371–391.
Published: 28 October 2014
...Anja Hitz; Lea Prevel Katsanis Purpose – The purpose of this research is to identify factors linked to the potential acceptance of personalized medicine (PM) by consumers. Roger’s diffusion of innovation model (1995) and the work of Duguay et al. (2003) on transgenic biopharmaceuticals...
