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The study investigated the association of (a) communication variables, (b) product-related variables, and (c) individual characteristic variables on consumer awareness, interest, and attitude toward the Viewtron (videotex) system. The hypotheses drawn from diffusion of innovation literature were tested in the study conducted in South Florida where the Viewtron system was offered. The results suggest that marketers can play a dominant role in the diffusion of an innovation such as a videotex system.
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Korgaonkar et al. (1987) studied this question.
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