Core Versus Peripheral Innovations: the Effect of Innovation Locus on Consumer Adoption of New Products

Innovation locus refers to the place in the product system – the core versus the peripheral - where innovations occur. We show that when an innovation is really new, situating the innovation on the peripheral (vs. core) component results in a higher adoption intention, owing to a risk-localization mechanism.


Zhenfeng Ma, Tripat Gill, and Annie (Ying) Jiang (2013) ,"Core Versus Peripheral Innovations: the Effect of Innovation Locus on Consumer Adoption of New Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Zhenfeng Ma, Wilfrid Laurier University, Canada
Tripat Gill, Wilfrid Laurier University, Canada
Annie (Ying) Jiang, University of Ontario Institute of Technology, Canada


NA - Advances in Consumer Research Volume 41 | 2013

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