Perception of Innovation: How to Attract Non-Early Adopters to Adopt Earlier

Sarit Moldovan, Ruth Zwick, Liat Hadar

Research output: Chapter in Book/Report/Conference proceedingConference contribution


Early adopters are the first to adopt innovations and are considered crucial to product success. Yet, non-early adopters make the majority of the market. We present evidence that reducing the perceived innovativeness of the product, by presenting consumers with a much more innovative product, may encourage non-early adopters to adopt the innovation while maintaining early adopters' adoption intentions. ()
Translated title of the contributionתפיסת חדשנות: איך למשוך מאמצים לא-מוקדמים לאמץ מוקדם יותר
Original languageEnglish
Title of host publication Proceedings of the 16th Chais Conference for the Study of Innovation and Learning Technologies: Learning in the Digital Era
Place of Publicationרעננה
PublisherThe Open University of Israel; Shoham Technology in Distance Education; Research Center for Innovation in Learning Technologies
Number of pages44
StatePublished - 2021

IHP Publications

  • ihp
  • Consumers
  • Inventions
  • Technological innovations


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