Analyzing the Impact of Dogmatism on New Product Adoption

Abstract

This empirical study explores impact of dogmatism on new product adoption in the Context of Pakistan. The Dogmatism is used as independent variable, new product adoption is used as dependent variable in this Research, and Mobile phone industry is selected for this study. Survey method is used to collect data; Results are supporting the Hypothesis that there is negative impact of dogmatism on new product adoption. This study is one among few Studies which have explored the impact of dogmatism on new product adoption. This study will help marketers understanding the importance of consumer personality trait dogmatism and its significant impact on the adoption behavior of the consumers in the cell phone products.

Keywords: Dogmatism, New Product Adoption