Generalized Change Agents and Innovativeness
Journal of Marketing ResearchPublished 1 August 1971
John O. Summers
Citations91
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
This article analyzes the relationship between innovativeness and opinion leadership and the extent and character of generalized innovativeness. The data suggest these relationships vary with product categories of interest.
Keywords
Computer ScienceSocial SciencesEnvironmental Science
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