Concepts that deal with innovation vs. differentiation
| Theories that deal with innovation vs differentiation | Conceptual description | Example |
|---|---|---|
| Social identity theory and consumption | According to the social identity theory, individuals might seek products that enhance their group status or personal identity, which might be innovative but not necessarily luxurious or expensive | Kleine, Kleine, & Kernan (1993) |
| Innovation and consumer behavior | Some research suggests that consumers are often attracted to products that provide a sense of uniqueness and social differentiation. This does not always require the product to be expensive or luxurious Innovation can be a key driver if it offers newness or exclusivity, which satisfies the need for distinctiveness in social groups | Li, Wang, Li, & Liao (2021) |
| Affordable innovations | A growing segment of consumers value innovative features over luxury branding These consumers are driven by the functionality and uniqueness of the product rather than its price or luxury status | Klink and Athaide (2010) |
| Theories that deal with innovation vs differentiation | Conceptual description | Example |
|---|---|---|
| Social identity theory and consumption | According to the social identity theory, individuals might seek products that enhance their group status or personal identity, which might be innovative but not necessarily luxurious or expensive | |
| Innovation and consumer behavior | Some research suggests that consumers are often attracted to products that provide a sense of uniqueness and social differentiation. This does not always require the product to be expensive or luxurious | |
| Affordable innovations | A growing segment of consumers value innovative features over luxury branding These consumers are driven by the functionality and uniqueness of the product rather than its price or luxury status |