Product Attributes
1. A major characteristic concerns the topic, issue, problem, or phenomenon that is addressed.
2. Important attribute of a theory concerns the professional credentials and status of the inventor or the borrower.
3. Theories that are borrowed and adapted from more established.
4.Theories which contain familiar common, everyday concepts, works, meanings, and relationship.
5.Theoties that are consistent with current political and social values are easier to market.
6.Product attribute is the preliminary empirical evidence that can be mar-shalled to support a theory.
Test Marketing
1.The theory product may be judged to be irretrievably.
2.The product may be viewed as a major accomplishment with no serious problems and judged to be ready for introduction.
3.The results of test marketing are likely to suggest a variety of modifications to the theory.
1.In the early stages of development, most theories are disseminated via presentation at colloquia and conferences, through informally distributed working papers.
2. Occasionally a theory is published first in a proceedings and later in a journal, but this is generally considered bad form unless major change have occurred in the manuscript.
1.Promotion is a key factor in successfully marketing a theory.
2. Although strong empirical results are very useful in promotion a theory, they are not absolutely necessary. Ex. Personality theory
3. It is also possible to successfully market a theory that marks no unusual or novel predictions and is in fact quite similar to other theories.
“direct advertising” via publication in journal, book, and proceedings, a theory can also be promoted through publicity and personal selling.
“bandwagon effect” for a theory might be enhanced through this kind of promotion.
1. The scientist/marketer who prices his/her theory at the low end enhances the chances that the theory will penetrate the mass market.
2. In contrast, theories that are radically different from the established world view of the research community and/or from the research procedures common in a field carry a higher price tag.
3.Younger pre-tenure scholars may not feel they can afford a high priced theory.
4. A final consideration regarding the price of a theory concerns the fact that not all researchers can afford to pay the price required for adoption of a new theory
Doctoral student.
A prima target market for a scientist’s theory is his/her own doctoral students.
Ideally, the theory should be somewhat new in order to establish that the dissertation is a “contribution” to the field.
Pre- and Post-tenure scholar.
The second important target market for a new theory is the group of active research scholars in the field.
In sum, an antagonistic scientist can
often demonstrate that a new theory's predictions are poorer than previously reported, or even that "disconfirming“ effects are obtained.
1. Noble objective are those most commonly associated with science.
2.Curiocity objective refer to seeking answers to one’ personal questions about the subject of inquiry.
3. Self-serving objective are well-know within scientific communities but are not widely recognized among the general public
1. We have shown that many aspects of scientific activity consistent with basic marketing concepts and process.
2. We have shown that the “science is marketing” perspective is more consistent with the “New” R/C philosophy of science than with the outdated P/E orientation that currently dominates marketing research.