The Role of Mere Social Presence on Innovation Adoption

This research examines the effect of mere social presence on innovation adoption, and finds that mere presence of others enhances consumers’ willingness to not only buy but also fund innovative products. However, the audience of familiar others induces perceptions of higher social risk thereby attenuating the observed positive effect.



Citation:

Lidan Xu, Ravi Mehta, and Kelly Herd (2019) ,"The Role of Mere Social Presence on Innovation Adoption", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 914-914.

Authors

Lidan Xu, Oklahoma State University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Kelly Herd, University of Connecticut, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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