Abstract
Since most "new" products are of a "me-too" nature, differing primarily in minimal changes in color, style or packaging, the adoption of such products must be more than just a manner of satisfying needs for certain physical product characteristics. This study appears to provide support for the hypothesis that innovative behavior is an avenue for expression of an individual's need for uniqueness. This suggests that innovative behavior, at least in part, may be prompted by the product uniqueness provided by the symbolism, or connotative meanings, conveyed by new products.
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Burns, D.J., Krampf, R.F. (2015). A Semiotic Perspective on Innovative Behavior. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_7
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