Purpose – To assist marketing management in the identification and targeting of consumer innovators for novel products by selectively reviewing and integrating three separate streams of research, namely, trait theory, utility‐awareness theory and contemporary cognitive theory....

Cigarettes constitute a very large product category with very adverse health outcomes for consumers. Knowing more about cigarette purchasing will inform researchers, and help policymakers make better decisions about this product. We examine how heavy cigarette purchasers differ from ‘light’...