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Journal of Global Academy of Marketing Science Volume 15, 2005 - Issue 3
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Original Articles

How Can Marketers Overcome Consumer Resistance to Innovations?

- The Investigation of Psychological and Social Origins of Consumer Resistance to Innovations -

마케팅관리자들이 어떻게 학신에 대한 소비자저항을 극복할 수 있는가?

- 혁신에 대한 소비자의 개인적 사회적 저항의 근원 탐색 -

Richard P. Bagozzi University of Michigan, USA
&
Kyu Hyun Lee Hannam University, Korea
Pages 211-231 | Published online: 03 Jan 2012

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