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

Early-adopters with a high need-for-uniqueness may experience a communication-dilemma between the need to express their uniqueness by displaying the innovation and their desire to prevent imitation. Five studies demonstrate the dilemma, its boundary conditions, and the "share-and-scare" solution in which early-adopters "share" information about the innovation yet "scare" others.



Citation:

Yael Steinhart, Sarit Moldovan, and Shlomit Ofen (2013) ,"Share and Scare: Solving the Communication Dilemma of Early Adopters With a High Need For Uniqueness", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 139-139.

Authors

Yael Steinhart, Tel Aviv University, Israel
Sarit Moldovan, Technion,Israel
Shlomit Ofen, Technion, Israel



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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