I Liked it Before it Was Cool: When and Why Consumers Signal Early Adoption of Popular Products
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Date
2024-03
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Abstract
Across three studies we provide evidence that individuals are driven to communicate to others that they had adopted a product before it diffused (i.e., "before it was cool"). As we find, this tendency (which we term early adoption signaling) occurs naturally when the situational context makes a person's adoption timing salient, and is additionally something that marketers can directly leverage to encourage word of mouth.
Description
Business: 1st Place (The Ohio State University Edward F. Hayes Advanced Research Forum)
Keywords
word of mouth, optimal distinctiveness, secondary data, mediation