תקציר
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 In this research we find evidence that non-early adopters are extremely repealed by innovations but may be approached by reducing the perceived relative innovativeness of the product.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.
שפה מקורית | אנגלית אמריקאית |
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כותר פרסום המארח | Proceedings of the 2020 SMA conference |
סטטוס פרסום | פורסם - 2020 |
אירוע | EMAC - European Marketing Academy - 2020 Annual Conference - Budapest, הונגריה משך הזמן: 27 מאי 2020 → … http://emac-budapest2020.org/ |
כנס
כנס | EMAC - European Marketing Academy - 2020 Annual Conference |
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מדינה/אזור | הונגריה |
עיר | Budapest |
תקופה | 27/05/20 → … |
כתובת אינטרנט |