Keywords: Personal innovativeness
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers 1–16.
Published: 16 September 2026
... heterogeneous ad responses. Based on the diffusion of innovations theory and the Modality Agency Interactivity Navigability model’s machine heuristics, this study aims to examine how consumer personal innovativeness and robot uneasiness are related to their evaluation of VI endorsements. Design/methodology...

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