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Home→The Westburn Dictionary of Marketing→A→acceptance

acceptance

Definition:
(1) the integration of incoming information from MARKETING COMMUNICATIONS into the long-term memory or cognitive structure as positive CONCEPTS related to the PRODUCTS.  (2) The ADOPTION by CONSUMERS of new products. Prediction of acceptance can be made using diffusion models (e.g. the Bass model of product acceptance), and represented graphically by means of an ADOPTION CURVE.

Cross-References:
[marketing communications] [adoption] [consumer] [adoption curve] [product] [cognition] [concept]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Graham K. Peaston and Michael J. Baker], [1998].