Early Adopters and the Attraction Effect

Our research calls into question the strength of the attraction effect on early adopters. We show that early adopters are significantly less likely to be influenced by the attraction effect compared with non-early adopters. This is true only for innovative but not for non-innovative products.


Sarit Moldovan and Ruth Zwick (2018) ,"Early Adopters and the Attraction Effect", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 287-287.


Sarit Moldovan, The Open University of Israel, Israel
Ruth Zwick, Tel Aviv University, Israel


E - European Advances in Consumer Research Volume 11 | 2018

Share Proceeding

Featured papers

See More


When the Ends Do Not Justify Paying for the Means: Consumers Prefer Shifting Costs from Means to Goals

Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA

Read More


How Framing Donor Match as Collaboration Impacts Donation: The Importance of In-Context Field Experiments In Fundraising

Indranil Goswami, SUNY Buffalo
Oleg Urminsky, University of Chicago, USA

Read More


Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.