How Self-View Influences Consumers’ Propensity to Adopt New Products: Role of Product Newness and Risk-Relieving Information

Zhenfeng Ma, University of Ontario Institute of Technology, Canada
Zhiyong Yang, University of Texas at Arlington, USA
Prior research shows that national traits of individualism and collectivism influence consumers’ propensity to adopt new products. The present study indicates that situationally activated cultural values, namely the independent and interdependent self-views, also influence consumers’ adoption propensity toward new products and response to risk-relieving information about the products. These effects, however, are contingent on the innovation newness of the product.
[ to cite ]:
Zhenfeng Ma and Zhiyong Yang (2011) ,"How Self-View Influences Consumers’ Propensity to Adopt New Products: Role of Product Newness and Risk-Relieving Information", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.