Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Annual Conference


Perception of Innovation: How to attract non-early adopters to adopt earlier
(A2020-63770)

Published: May 27, 2020

AUTHORS

Ruth Zwick, Ben-Gurion University of the Negev ; Sarit Moldovan, The Open University of Israel; Liat Hadar, Tel Aviv University

KEYWORDS

Innovation ; Adoption ; Perception

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 In this research we find evidence that non-early adopters are extremely repealed by innovations but may be approached by reducing the perceived relative innovativeness of the product.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.

REFERENCES

The paper was supported by the Israel Science Foundation and by The Open University of Israel Research Fund.