Publication:
Adoption of New Technology Vaccines

Simple item page
dc.contributor.authorZimmermann, Laura
dc.contributor.authorSomasundaram, Jeeva
dc.contributor.authorSaha, Barsha
dc.contributor.funderAgencia Estatal de Investigación
dc.contributor.funderEuropean Regional Development Fund
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-11-12T13:13:47Z
dc.date.available2024-11-12T13:13:47Z
dc.date.issued2023-11-29
dc.description.abstractExtensive research has examined the diffusion of innovations for products that can be trialed, and where the most adverse outcome, if a product fails, is a financial loss. However, less research has explored consumer responses to innovations in highly uncertain contexts characterized by health losses, lack of trialability, and the opportunity to free ride on other's adoption. This research focuses on vaccine decision making as a unique case within such contexts and extends the findings to other domains. Four studies (Ntotal = 1,796; five supplementary studies, Ntotal = 643) test the propositions of a formal model that incorporates uncertainty and others' choices into the adoption decision. The results show that consumers are surprisingly averse to products that are described as employing a new technology (e.g., mRNA technology) and require an “efficacy premium” to compensate for higher perceived uncertainty. However, considerable heterogeneity exists due to individual differences in technology readiness, trust in government, and risk attitudes. Notably, despite the prominent threat of free riding, a social proof nudge (communicating increasing population adoption) effectively reduces aversion to new technology. In this context, social proof information does not merely drive conformity or social learning, but instead increases adoption of new technology by alleviating perceived uncertainty.
dc.description.peerreviewedyes
dc.description.statusPublished
dc.formatapplication/pdf
dc.identifier.citationZimmermann, L., Somasundaram, J., & Saha, B. (2024). Adoption of New Technology Vaccines. Journal of Marketing, 88(4), 1-21. https://doi.org/10.1177/00222429231220295
dc.identifier.doihttps://doi.org/10.1177/00222429231220295
dc.identifier.issn1547-7185
dc.identifier.officialurlhttps://journals.sagepub.com/home/JMX
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3334
dc.issue.number4
dc.journal.titleJournal of Marketing
dc.language.isoen
dc.page.final21
dc.page.initial1
dc.page.total21
dc.publisherSAGE Publications
dc.relation.departmentMarketing & Communication
dc.relation.entityIE University
dc.relation.projectIDPID2019-111512RB-I00
dc.relation.projectIDPID2022-138729OA-I00
dc.relation.schoolIE Business School
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.keywordInnovation
dc.subject.keywordAdoption
dc.subject.keywordUncertainty
dc.subject.keywordTechnology readiness
dc.subject.keywordSocial proof
dc.subject.keywordPharmaceuticals
dc.subject.keywordVaccine
dc.subject.keywordFree riding
dc.titleAdoption of New Technology Vaccines
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/acceptedVersion
dc.volume.number88
dspace.entity.typePublication
relation.isAuthorOfPublication072cc741-f4fb-4115-8cf9-6c26e6da2839
relation.isAuthorOfPublication2c764812-5db7-4867-b0a2-42f42e12bfa3
relation.isAuthorOfPublication.latestForDiscovery072cc741-f4fb-4115-8cf9-6c26e6da2839
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Adoption of New Technology Vaccines.pdf
Size:
1.06 MB
Format:
Adobe Portable Document Format
Download
Collections
Research Articles