Drawing on our work in two postsocialist countries, Hungary and Romania, we contribute to understanding product involvement and brand commitment. We demonstrate that prominent political-cultural discourses, cultural intermediaries, social influences, and life themes and projects collectively...

The social context of new product adoption behavior is a key aspect of the diffusion of innovations. Yet little is known about the process by which social contextual factors influence individual adoption decisions. This research develops and tests a model of the effects of perceived consumption...