Share and Scare: Solving the Communication Dilemma of Early Adopters With a High Need For Uniqueness

Sarit Moldovan , Israel Institute of Technology, Israel
Yael Yael Steinhart , University of Haifa, Israel
Shlomit Ofen , Israel Institute of Technology, Israel
Early adopters are essential to product success by encouraging adoption. However, early adopters with a high need for uniqueness may experience a dilemma between the need to show off and the fear of imitation. We explore the dilemma and its "share and scare" solution.
[ to cite ]:
Sarit Moldovan , Yael Yael Steinhart , and Shlomit Ofen (2012) ,"Share and Scare: Solving the Communication Dilemma of Early Adopters With a High Need For Uniqueness ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 232-235.