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select
organize
Perception
interpret
Involvement
High Low
COMPLEX VARIETY
High brand
SEEKING
differences
Search
Evaluation/Choice
Purchase
Postpurchase Behavior
PERSONAL COMMERCIAL
SOURCES SOURCES
PUBLIC EXPERIENTIAL
SOURCES SOURCES
Evaluation
Trial
Adoption
Adoption
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Making an innovation successful
Relative
Advantage Compatibility
Divisibility Communicability
Complexity