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“Share and scare”: Solving the communication dilemma of early adopters with a high need for uniqueness |
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| Authors: | Sarit Moldovan Yael Steinhart Shlomit Ofen |
| Affiliation: | 1. William Davidson Faculty of Industrial Engineering and Management, Technion–Israel Institute of Technology, Technion City, Haifa 32000, Israel;2. Marketing Department, Recanati Graduate School of Business, Tel‐Aviv University, Ramat Aviv 69978, Israel |
| Abstract: | |
| Keywords: | Early adopters Need for uniqueness Diffusion of innovations Word of mouth |