• Seminari: «Reverse Diffusion: A Multidisciplinay Review of Theory and Evidence for Marketing»

  • Start: Friday, 22 January 12:00
    End: Friday, 22 January 13:00
  • Universitat de les Illes Balears, Carretera de Valldemossa, Palma, Espanya
  • A les 12 hores.

    En línia.

    A càrrec de Christian Pescher (Marketing).

    The authors analyze the diffusion of 279 product categories based on a multidisciplinary review of 191 marketing diffusion studies, 150 experience curve studies, and over 3,000 reports. Find- ings are as follows. First, most journal articles in marketing analyze functional B2C product cate- gories (predominantly consumer durables), while few focus on symbolic product categories. This focus suggests a data availability bias in favor of B2C functional product categories and ques- tions the generalizability of existing marketing findings. Second, a substantial literature outside academia explains the diffusion of symbolic innovations in music, dance, and fashion and func- tional innovations in sports and consumer durables. Third, while classic diffusion (rich to poor) seems to hold for sports and consumer durables, reverse diffusion (poor to rich) seems to hold for symbolic innovations. Fourth, the authors develop an integrated theory of reverse diffusion, whose foundational mechanisms are self-identity formation and rebelliousness among adoles- cents and signaling youth and vitality by mainstream consumers. The findings and proposed the- ory have important implications for brand managers, marketing managers, and marketers and re- searchers of new products and diffusion.