Abstract

https://ssrn.com/abstract=2275260
 
 

Citations (5)



 


 



An Investigation into the Social Context of Early Adoption Behavior


Robert Fisher


University of Alberta - Department of Marketing, Business Economics & Law

Linda L Price


University of Arizona

1992

Journal of Consumer Research, Vol. 19, No. 3, 1992
University of Alberta School of Business Research Paper No. 2013-386

Abstract:     
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 visibility and superordinate group influence on new product intention formation. A structural equation model is used in an experimental design to provide a comprehensive view of variable interdependencies and to incorporate measurement error. Key findings indicate that (1) perceived visibility of consumption significantly affects consumers' predictions of normative outcomes (i.e., social approval from referents) and (2) superordinate group influence has a direct effect on consumers' perceptions of consumption visibility and expectations of both personal (i.e., intrinsically valued product benefits) and normative outcomes from early adoption. The results have important implications for understanding the role of consumption symbols as mechanisms for social differentiation and integration.

Number of Pages in PDF File: 10


Open PDF in Browser Download This Paper

Date posted: August 26, 2014  

Suggested Citation

Fisher, Robert and Price, Linda L, An Investigation into the Social Context of Early Adoption Behavior (1992). Journal of Consumer Research, Vol. 19, No. 3, 1992; University of Alberta School of Business Research Paper No. 2013-386. Available at SSRN: https://ssrn.com/abstract=2275260

Contact Information

Robert Fisher (Contact Author)
University of Alberta - Department of Marketing, Business Economics & Law ( email )
Edmonton, Alberta T6G 2R6
Canada

Linda L Price
University of Arizona ( email )
Tucson, AZ 85721
United States
Feedback to SSRN


Paper statistics
Abstract Views: 182
Downloads: 15
Citations:  5
Paper comments
No comments have been made on this paper