When Consumer Rivalry Reduces Desire For Innovation

Chelsea Galoni; Aparna Labroo

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When Consumer Rivalry Reduces Desire For Innovation

Conference proceeding

Peer reviewed

When Consumer Rivalry Reduces Desire For Innovation

Chelsea Galoni and Aparna Labroo

Advances in Consumer Research, Vol.45, p.107

01/01/2017

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Abstract

Competing (vs. cooperating) is known to increase focus on differences. But differentiating from a close-other can feel difficult, and ironically, increase a similarity mindset. As a result, consumers may express a reduced desire for innovative products after they compete (vs. cooperate) with close others.

Competition

Consumer behavior

Cooperation

Studies

Details

Title: Subtitle: When Consumer Rivalry Reduces Desire For Innovation
Creators: Chelsea Galoni
Aparna Labroo
Resource Type: Conference proceeding
Publication Details: Advances in Consumer Research, Vol.45, p.107
Publisher: Association for Consumer Research
ISSN: 0098-9258
Language: English
Date published: 01/01/2017
Academic Unit: Marketing
Record Identifier: 9984380702602771

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