Zhenfeng Ma

Wilfrid Laurier University

Assistant Professor of Marketing

75 University Ave W

Waterloo, Ontario N2L 3C5

Canada

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Scholarly Papers (1)

1.

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

Journal of Marketing, Forthcoming
Number of pages: 50 Posted: 31 Oct 2013
Zhenfeng Ma, Zhiyong Yang and Mehdi Mourali
Wilfrid Laurier University, University of Texas at Arlington - College of Business Administration and University of Calgary - Haskayne School of Business
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Abstract:

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new product adoption, distinctiveness utility, self-construal