Perception of Innovation: How to Attract Non-Early Adopters to Adopt Earlier
We present evidence that reducing the perceived innovativeness of the product, by presenting consumers with a much more innovative product, may encourage non-early adopters to adopt the innovation while maintaining early adopters’ adoption intentions.
Citation:
Sarit Moldovan, Ruth Zwick, and Liat Hadar (2020) ,"Perception of Innovation: How to Attract Non-Early Adopters to Adopt Earlier", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 738-739.
Authors
Sarit Moldovan, The Open University of Israel
Ruth Zwick, Ben Gurion University, Israel
Liat Hadar, Coller School of management, Tel Aviv University
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
Exploring the Intersection of Digital Virtual Consumption and Family Rituals
Linda Tuncay Zayer, Loyola University Chicago, USA
Jenna Drenten, Loyola University Chicago, USA
Featured
Consuming Products with Experiences: Why and When Consumers Want Mementos
Charlene Chu, Chapman University
Suzanne Shu, University of California Los Angeles, USA
Featured
Brands as Mediators: A Research Agenda
Philipp K. Wegerer, University of Innsbruck, Austria