13M Materialistic Enough to Matter: the Effect of Materialism on the Reception of Innovative Products

Though many consumers are resistant to the adoption of radical innovations, we investigate the moderating role of consumer materialism. We demonstrate that while low-materialistic consumers are more likely to purchase incremental, rather than radical, innovations, high-materialistic consumers are equally receptive to both types of innovation.



Citation:

KT Manis, Ashley Hass, and Rebecca Rabino (2019) ,"13M Materialistic Enough to Matter: the Effect of Materialism on the Reception of Innovative Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 983-983.

Authors

KT Manis, Texas Tech, USA
Ashley Hass, Texas Tech University, USA
Rebecca Rabino, Texas Tech University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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