Core Versus Peripheral Innovations: the Effect of Innovation Locus on Consumer Adoption of New Products

Zhenfeng Ma, Wilfrid Laurier University, Canada
Tripat Gill, Wilfrid Laurier University, Canada
Annie (Ying) Jiang, University of Ontario Institute of Technology, Canada
Innovation locus refers to the place in the product system – the core versus the peripheral - where innovations occur. We show that when an innovation is really new, situating the innovation on the peripheral (vs. core) component results in a higher adoption intention, owing to a risk-localization mechanism.
[ to cite ]:
Zhenfeng Ma, Tripat Gill, and Annie (Ying) Jiang (2013) ,"Core Versus Peripheral Innovations: the Effect of Innovation Locus on Consumer Adoption of New Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.