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EMAC 2020 Annual Conference

Perception of Innovation: How to attract non-early adopters to adopt earlier

Published: May 27, 2020


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


Innovation ; Adoption ; Perception


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 In this research we find evidence that non-early adopters are extremely repealed by innovations but may be approached by reducing the perceived relative innovativeness of the product.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


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