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.


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.


Sarit Moldovan, The Open University of Israel
Ruth Zwick, Ben Gurion University, Israel
Liat Hadar, Coller School of management, Tel Aviv University


NA - Advances in Consumer Research Volume 48 | 2020

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