Byun, Kyung-Ah; Dass, Mayukh; Kumar, Piyush; Kim, Junghwan - In: Journal of Consumer Marketing 34 (2017) 3, pp. 226-240
Purpose The purpose of this paper is to examine the role of playfulness on innovative consumers’ pre-order behavior for … playfulness and innovativeness on pre-order behavior and the role of self-congruity are tested using four experimental studies … playfulness amplifies the advance-purchasing propensity, especially when the pre-launch information cues come from a credible …