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Keywords: Social innovativeness
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Journal Articles
New technological attributes and willingness to pay: the role of social innovativeness
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Journal:
European Journal of Marketing
European Journal of Marketing (2019) 53 (6): 1099–1124.
Published: 03 April 2019
... of the new technological attribute and WTP a premium. Findings The perceived value of the new technological attribute has a positive effect on WTP a premium only for consumers with a high degree of social innovativeness (linked to their need for uniqueness) because they interpret this innovation...
