“I Want to Buy It” Does Not Mean “I Want to Use It”: Revisiting the Effect of Status on Early Adoption Intention of New Products and Brands

Kuan-Chou Ko, University of Illinois at Chicago, USA
Our research purpose is to investigate how high status consumers evaluate new products. This research combines social identity theory and regulatory focus theory to explain why high status (vs. low status) consumers have greater new product purchase than use intentions in some cases, and under which conditions their use intentions are increased.
[ to cite ]:
Kuan-Chou Ko (2014) ,"“I Want to Buy It” Does Not Mean “I Want to Use It”: Revisiting the Effect of Status on Early Adoption Intention of New Products and Brands", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 792-792.