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
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