Abstract:

This study adopts an approach-avoidance conflict framework to examine the influence of three coexisting predispositions, namely consumer innovativeness (an approach mechanism) with brand loyalty and deal proneness (as avoidance mechanisms) on the adoption of an innovative premium consumer product/brand. Data were collected from a panel of 493 consumers from 132 households participating in a one-week trial of an innovative premium consumer product. Using structural equation modeling, the results show that deal proneness has a stronger influence, albeit an unexpected positive one, on new product adoption than consumer innovativeness and brand loyalty. Moreover, multiple-group analyses between consumer age and sex groups revealed no significant differences in these influences. These results provide insights to managers and generate directions for future research.