When Consumer Rivalry Reduces Desire For Innovation

Competing (vs. cooperating) is known to increase focus on differences. But differentiating from a close-other can feel difficult, and ironically, increase a similarity mindset. As a result, consumers may express a reduced desire for innovative products after they compete (vs. cooperate) with close others.


Chelsea Galoni and Aparna A. Labroo (2017) ,"When Consumer Rivalry Reduces Desire For Innovation", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 107-111.


Chelsea Galoni, Northwestern University, USA
Aparna A. Labroo, Northwestern University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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