"Share and scare" : solving the communication dilemma of early adopters with a high need for uniqueness
Sarit Moldovan; Yael Steinhart; Shlomit Ofen
| Year of publication: |
2015
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|---|---|
| Authors: | Moldovan, Sarit ; Steinhart, Yael ; Ofen, Shlomit |
| Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 25.2015, 1, p. 1-14
|
| Subject: | Early adopters | Need for uniqueness | Diffusion of innovations | Word of mouth | Innovationsdiffusion | Innovation diffusion | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Kommunikation | Communication | Innovationsakzeptanz | Innovation adoption |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010485558