To be successful, innovations should be perceived as novel and different from existing alternatives (Gatignon and Xuereb 1997, Henard and Szymanski 2001). The handful of studies that explored the
It is well-recognized that people consume in ways that establish and express their self-identities (Belk 1988; Fournier 1998; McCracken 1989). We investigated if wearing, choosing, and receiving
The study highlights an emerging market – the life history business – which enables people to preserve individual and family memory. These services are developing as their target clientele –
Nowadays, people are confronted with an overload of choice alternatives. However, having a lot of options does not necessarily increase consumer satisfaction (e.g., Iyengar and Lepper 2000).
Materialism, defined as a focus on the acquisition and possession of material objects, is described as an essential component of the social value system of societies (Burroughs and Rindfleisch 2002).
