Effect of Self-Construal on New Product Adoption Decisions: Role of Innovation Newness and Risk Type

Zhenfeng Ma, University of Ontario Institute of Technology, Canada
Zhiyong Yang, University of Texas at Arlington, USA
There is little research into how self-construal affects new product adoption. We found that the impact of self-construal is contingent upon the product’s innovation newness and salience of risk type (social vs. performance). When risks are implicit, consumers with independent versus interdependent self-views are more willing to adopt really new products (RNPs), but equally willing to adopt incrementally new products (INPs). When social risks are salient, the independents are more willing to adopt RNPs, but less willing to adopt INPs than the interdependents. When performance risks are salient, consumers with either self-views are equally unlikely to adopt, regardless of innovation newness.
[ to cite ]:
Zhenfeng Ma and Zhiyong Yang (2010) ,"Effect of Self-Construal on New Product Adoption Decisions: Role of Innovation Newness and Risk Type ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 469-470 .