Resistance to the Adoption of Advertising by Dermatologists and Plastic Surgeons
The article reports on a study to determine physician resistance to advertising by applying diffusion of innovation theory. Advertising was examined as an innovative service for physicians and was examined based on those factors which usually affect the adoption of an innovation. Results showed that...
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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
1987
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/2977 |
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| Institution: | Singapore Management University |
| Language: | English |