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

Journal of Marketing, Forthcoming

50 Pages Posted: 31 Oct 2013

See all articles by Zhenfeng Ma

Zhenfeng Ma

Wilfrid Laurier University

Zhiyong Yang

University of Texas at Arlington - College of Business Administration

Mehdi Mourali

University of Calgary - Haskayne School of Business

Date Written: 2013

Abstract

In five studies, the present research examines the impact of having an independent (vs. interdependent) mindset on consumer adoption of new products. A first study finds that consumers in a predominantly independent (vs. interdependent) culture are more willing to adopt really new products (RNPs), while consumers in a predominantly interdependent (vs. independent) culture are more willing to adopt incrementally new products (INPs). Studies 2 and 3 conceptually replicate these findings using situationally activated mindsets, and demonstrate that this effect is driven by the perceived fit between the product’s newness level and the optimal level of distinctiveness sought by consumers. Finally, studies 4a and 4b show that the presence of distinctiveness-dampening cues (i.e., popularity cues) and distinctiveness-enhancing cues (i.e., scarcity cues) can reverse the effect of self-perspective, such that the independent self becomes less willing to adopt RNPs and more willing to adopt INPs than the interdependent self. These findings offer practical implications for managing innovation adoption in both domestic and international marketplaces.

Keywords: new product adoption, distinctiveness utility, self-construal

Suggested Citation

Ma, Zhenfeng and Yang, Zhiyong and Mourali, Mehdi, Consumer Adoption of New Products: Independent versus Interdependent Self-Perspectives (2013). Journal of Marketing, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2347069

Zhenfeng Ma (Contact Author)

Wilfrid Laurier University ( email )

75 University Ave W
Waterloo, Ontario N2L 3C5
Canada

Zhiyong Yang

University of Texas at Arlington - College of Business Administration ( email )

701 S. West Street
Arlington, TX 76019
United States

Mehdi Mourali

University of Calgary - Haskayne School of Business ( email )

2500 University Drive, NW
Calgary, Alberta T2N 1N4
Canada

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