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Wednesday, February 25, 2015

Status and New Product Adoption

In Knowledge@Wharton: 

" ... Certain consumers are keen about adopting new products and are prone to mimicking the product choices of others. But when it comes to status-enhancing products, people in the middle of the status hierarchy are most likely to adopt a new product quickly, according to a recent paper co-authored by Yansong Hu, a professor at the University of Warwick in the U.K., and Wharton marketing professor Christophe Van den Bulte. The paper, “Nonmonotonic Status Effects in New Product Adoption,” was published in the May 2014 edition of the journal Marketing Science. ... "  

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