Cultural Anchoring in the Service Sector
Michael S. LaTour
(Associate Professor of Marketing at Auburn University)
Scott D. Roberts
(Assistant Professor of Marketing at Old Dominion University)
104
Abstract
Examines a new addition to thinking on adoption and diffusion of service innovations – the Cultural Anchoring Diffusion/Assimilation Model. Suggests that certain service innovations may encourage a type of psychological dependence that leads an individual′s self‐concept to become linked to his or her usage of a new service. Recommends, as a result of this model, several strategies for service marketing managers.
Keywords
Citation
LaTour, M.S. and Roberts, S.D. (1992), "Cultural Anchoring in the Service Sector", Journal of Services Marketing, Vol. 6 No. 4, pp. 29-34. https://doi.org/10.1108/08876049210037140
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited