Innovating and Lagging As Signals of General Intelligence

Innovating and lagging as signals of general intelligence.


Kobe Millet, KULeuven

Siegfried Dewitte, KULeuven


We approach innovativeness from a costly signaling perspective. We suggest that both innovative and lagging consumer behaviors signal general intelligence. Only highly intelligent consumers can afford not to follow the majority, possibly because they can justify their choices. Innovators and laggards do not follow the majority by definition. In three studies, we find evidence that (1) more intelligent people are expected to innovate or lag, (2) people who do not follow the majority, either by lagging or innovating, are actually more intelligent and (3) are perceived by others as more intelligent than those who follow the majority.


Kobe Millet and Siegfried Dewitte (2006) ,"Innovating and Lagging As Signals of General Intelligence", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 314-315.


Kobe Millet, KULeuven
Siegfried Dewitte, KULeuven


NA - Advances in Consumer Research Volume 33 | 2006

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