Perception of Innovation:: How to attract non-early adopters to adopt earlier

Ruth Zwick; Sarit Moldovan; Liat Hadar

Perception of Innovation: How to attract non-early adopters to adopt earlier

Ruth Zwick, Sarit Moldovan, Liat Hadar

Management discipline

Research output: Contribution to conference › Poster › peer-review

Abstract

Although non-early adopters make up the majority of the market, only limited research has examined how they may be influenced into adopting innovative products. In this research we find evidence that non-early adopters are extremely repealed by innovations but may be approached by reducing the perceived relative innovativeness of the product. We show that when non-early adopters are presented with an even more innovative product, the perceived relative innovativeness of a target product is reduced, leading them to report more positive attitudes toward the innovative product and to choose it more often.

Original language	American English
State	Published - 2020
Event	SCP Conference: Consumers Relevance Beyond Marketing - Huntington Beach CA Duration: 5 Mar 2020 → … https://myscp.org/events/past/

Conference

Conference	SCP Conference
City	Huntington Beach CA
Period	5/03/20 → …
Internet address	https://myscp.org/events/past/

Bibliographical note

see

Access to Document

https://myscp.org/wp-content/uploads/2023/03/2020-c.pdf

Cite this

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title = "Perception of Innovation:: How to attract non-early adopters to adopt earlier",

abstract = "Although non-early adopters make up the majority of the market, only limited research has examined how they may be influenced into adopting innovative products. In this research we find evidence that non-early adopters are extremely repealed by innovations but may be approached by reducing the perceived relative innovativeness of the product. We show that when non-early adopters are presented with an even more innovative product, the perceived relative innovativeness of a target product is reduced, leading them to report more positive attitudes toward the innovative product and to choose it more often.",

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N2 - Although non-early adopters make up the majority of the market, only limited research has examined how they may be influenced into adopting innovative products. In this research we find evidence that non-early adopters are extremely repealed by innovations but may be approached by reducing the perceived relative innovativeness of the product. We show that when non-early adopters are presented with an even more innovative product, the perceived relative innovativeness of a target product is reduced, leading them to report more positive attitudes toward the innovative product and to choose it more often.

AB - Although non-early adopters make up the majority of the market, only limited research has examined how they may be influenced into adopting innovative products. In this research we find evidence that non-early adopters are extremely repealed by innovations but may be approached by reducing the perceived relative innovativeness of the product. We show that when non-early adopters are presented with an even more innovative product, the perceived relative innovativeness of a target product is reduced, leading them to report more positive attitudes toward the innovative product and to choose it more often.

M3 - Poster

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