Consumer receptivity to innovations: individual, peer-group and country-level effects

Jonathan Levie, Saurav Pathak

Research output: Contribution to conferencePaper

Abstract

An innovation is only as good as a consumer’s confidence in it. More often than not, an individual’s demand for and confidence in an innovation has been measured using the dispositional approach wherein it is the degree of an individual’s eagerness to engage with new product or service or his perception of benefit that the product or service has to offer are what become the sole drivers of an individual’s confidence in an innovation. In this paper, we draw upon sociological theories of social norms and look at the regulatory influence of an individual’s peer-group’s perception of an innovation on the individual’s confidence in that innovation. Thus, the paper intends to contribute towards explanations of individual-level innovation confidence by highlighting the socially contextualized aspects of adoption and diffusion of innovation.

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Innovation
Peer group
Level effect
Confidence
Social norms
Adoption of innovations
Sociological theory
New products
New services
Diffusion of innovation

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Levie, J., & Pathak, S. (2012). Consumer receptivity to innovations: individual, peer-group and country-level effects. Paper presented at Babson College Entrepreneurship Research Conference 2012, Forth Worth , United States.
Levie, Jonathan ; Pathak, Saurav. / Consumer receptivity to innovations : individual, peer-group and country-level effects. Paper presented at Babson College Entrepreneurship Research Conference 2012, Forth Worth , United States.
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title = "Consumer receptivity to innovations: individual, peer-group and country-level effects",
abstract = "An innovation is only as good as a consumer’s confidence in it. More often than not, an individual’s demand for and confidence in an innovation has been measured using the dispositional approach wherein it is the degree of an individual’s eagerness to engage with new product or service or his perception of benefit that the product or service has to offer are what become the sole drivers of an individual’s confidence in an innovation. In this paper, we draw upon sociological theories of social norms and look at the regulatory influence of an individual’s peer-group’s perception of an innovation on the individual’s confidence in that innovation. Thus, the paper intends to contribute towards explanations of individual-level innovation confidence by highlighting the socially contextualized aspects of adoption and diffusion of innovation.",
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year = "2012",
language = "English",
note = "Babson College Entrepreneurship Research Conference 2012 ; Conference date: 06-06-2012 Through 09-06-2012",
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Levie, J & Pathak, S 2012, 'Consumer receptivity to innovations: individual, peer-group and country-level effects' Paper presented at Babson College Entrepreneurship Research Conference 2012, Forth Worth , United States, 6/06/12 - 9/06/12, .

Consumer receptivity to innovations : individual, peer-group and country-level effects. / Levie, Jonathan; Pathak, Saurav.

2012. Paper presented at Babson College Entrepreneurship Research Conference 2012, Forth Worth , United States.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Consumer receptivity to innovations

T2 - individual, peer-group and country-level effects

AU - Levie, Jonathan

AU - Pathak, Saurav

PY - 2012

Y1 - 2012

N2 - An innovation is only as good as a consumer’s confidence in it. More often than not, an individual’s demand for and confidence in an innovation has been measured using the dispositional approach wherein it is the degree of an individual’s eagerness to engage with new product or service or his perception of benefit that the product or service has to offer are what become the sole drivers of an individual’s confidence in an innovation. In this paper, we draw upon sociological theories of social norms and look at the regulatory influence of an individual’s peer-group’s perception of an innovation on the individual’s confidence in that innovation. Thus, the paper intends to contribute towards explanations of individual-level innovation confidence by highlighting the socially contextualized aspects of adoption and diffusion of innovation.

AB - An innovation is only as good as a consumer’s confidence in it. More often than not, an individual’s demand for and confidence in an innovation has been measured using the dispositional approach wherein it is the degree of an individual’s eagerness to engage with new product or service or his perception of benefit that the product or service has to offer are what become the sole drivers of an individual’s confidence in an innovation. In this paper, we draw upon sociological theories of social norms and look at the regulatory influence of an individual’s peer-group’s perception of an innovation on the individual’s confidence in that innovation. Thus, the paper intends to contribute towards explanations of individual-level innovation confidence by highlighting the socially contextualized aspects of adoption and diffusion of innovation.

M3 - Paper

ER -

Levie J, Pathak S. Consumer receptivity to innovations: individual, peer-group and country-level effects. 2012. Paper presented at Babson College Entrepreneurship Research Conference 2012, Forth Worth , United States.