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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 232-235.

Authors

Sarit Moldovan , Israel Institute of Technology, Israel
Yael Yael Steinhart , University of Haifa, Israel
Shlomit Ofen , Israel Institute of Technology, Israel



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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