Market mavens and consumer innovators have many similarities, but should not be considered the same consumer group. This paper clarifies several distinctions between these groups with respect to change resistance. Results imply that both groups are accepting of change, but innovators more willfully accept ideas deviating substantially from the status quo.
CITATION STYLE
Andrews, M. L., & Benedicktus, R. L. (2015). Are Consumer Innovators Less Resistant to Change Than Market Mavens? In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 223–227). Springer Nature. https://doi.org/10.1007/978-3-319-11761-4_105
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