Cultural Anchoring and Product Diffusion Available to Purchase

Discusses the adoption and diffusion of product innovations among consumers. Examines the Cultural Anchoring model of diffusion, which comprises five sub‐areas: innovation process, trial/adoption process,diffusion process, assimilation/cultural anchoring, and aftermath. Surmises that certain technological innovations may foster a highly involving psychological dependence, with the individual′s self‐concept becoming strongly linked to his or her mastery over a new technology