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...

This article maintains that power enhances consumers’ ability to resist social influence, but produces different resistance outcomes, depending on the level of certainty with which consumers hold their own attitudes. When attitude certainty is high, empowered consumers resist social influence...

Studies have found that product intangibility increases consumers' perception of risk. However, most of these studies measured the intangibility and perceived risk constructs unidimensionally. The primary objective of this article is to examine the effects of the multiple dimensions of...

Intangibility has long been studied as a unidimensional construct with the focus being placed upon the physical element. This paper explores the effects of three unique intangibility dimensions on a consumer's ability to evaluate goods and services, and the perceived risk (PR) associated with...