Materialists and the Desire For New Products: How Materialism Enhances Newness Perceptions For Innovations

In four studies, we investigate how trait materialism increases purchase likelihood of innovative products. We find that heightened newness perceptions drive this effect. The moderating roles of innovation type (radical versus incremental) and risk level (high and low risk) are also examined.



Citation:

KT Manis and Rebecca Rabino (2020) ,"Materialists and the Desire For New Products: How Materialism Enhances Newness Perceptions For Innovations", 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: 811-813.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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