The Impact of Consumer Choice Goals on Inovativeness

  title={The Impact of Consumer Choice Goals on Inovativeness},
  author={Jos{\'e} Carlos Korelo and Danielle Mantovani Lucena da Silva and Paulo Henrique Muller Prado},
Consumer innovativeness is one of the most explored concepts in new product adoption literature. Nevertheless, the intention to adopt novelties, specifically in a product category domain, still needs exploration of what happened during the choice process. Consumers can build their decision about whether to adopt innovation based on their hierarchy of choice goals. The authors propose this hierarchy is driven by the regulatory focus system, based on promotion (justifiability and choice… 


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