Adoption of Really New Products: Retro Appearance and the Bandwagon Effect

5th EMAC Regional Conference, September 24-26, 2014, University of Katowice, Poland, pg. 73-80, ISBN: 978-83-7875-210-3.

7 Pages Posted: 4 Sep 2018

See all articles by Burcu Gumus

Burcu Gumus

Istanbul Bilgi University

Kaan Varnali

Istanbul Bilgi University

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Date Written: 2014

Abstract

The literature has paid far too little attention to the potential impact of retro appearance and bandwagon effect on the adoption of really new products. By integrating the retro appearance and bandwagon perspectives, we aim to contribute to the understanding of adoption of really new products. We purport that retro appearance and peer effect – familiar product appearances and observing peer usage – may attenuate the negative prejudgments towards really new products associated with perceived risks and facilitate adoption.

Keywords: really new products, retro, bandwagon effect, perceived risk

JEL Classification: M00

Suggested Citation

Gumus, Burcu and Varnali, Kaan and Ozturkcan, Selcen, Adoption of Really New Products: Retro Appearance and the Bandwagon Effect (2014). 5th EMAC Regional Conference, September 24-26, 2014, University of Katowice, Poland, pg. 73-80, ISBN: 978-83-7875-210-3.. Available at SSRN: https://ssrn.com/abstract=3236184

Burcu Gumus

Istanbul Bilgi University ( email )

Eski Silahtarağa Elektrik Santralı
Silahtarağa Mah. Kazım Karabekir Cad. No: 1 Eyüp
Istanbul, 34060
Turkey

Kaan Varnali

Istanbul Bilgi University ( email )

Eski Silahtarağa Elektrik Santralı
Silahtarağa Mah. Kazım Karabekir Cad. No: 1 Eyüp
Istanbul, 34060
Turkey

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

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