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Consumer adoption of new products : independent versus interdependent self-perspectives

Zhenfeng, Ma; Yang, Zhiyong; Mourali, Mehdi - In: Journal of marketing 78 (2014) 2, pp. 101-117

Persistent link: https://www.econbiz.de/10010345568

Linking CIO-CMO communication and product innovation via virtual customer environment engagement : a moderated mediation study

Wang, Li; Tong, Chunyang; Yang, Zhiyong - In: British journal of management 34 (2023) 1, pp. 259-279

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Consumer Adoption of New Products : Independent versus Interdependent Self-Perspectives

Ma, Zhenfeng; Yang, Zhiyong; Mourali, Mehdi - 2013

In five studies, the present research examines the impact of having an independent (vs. interdependent) mindset on consumer adoption of new products. A first study finds that consumers in a predominantly independent (vs. interdependent) culture are more willing to adopt really new products...

Persistent link: https://www.econbiz.de/10014152259