The Sequencing Effect in Promoting Adoption of User-Innovation

Abstract

User-innovations (i.e., innovations invented by individual users for their own benefits rather than mass market’s needs), have been shifting the innovation paradigm for many industries (Gambardella et al 2016). However, driven by individual users’ own needs, user-innovations are often perceived to be irrelevant by the mass market, even though it is inherently beneficial to many (De Jong et al. 2015). As a result, many user-innovations remain as isolated, one-time applications for the inventors (Heinerth et al. 2013). In this research, we examine how to promote diverse adoption of user-innovations among domain and non-domain adopters by evoking the perceived value for the user-innovation. Prominent consumer decision-making theories suggest that establishing a positive association between consumers’ consumption goals and the innovation’s unique attributes is the key to consumer learning and choices (Moreau et al 2001). In practice, mangers often present the information about the goal and attributes of the innovation together, yet arbitrarily determining the sequence of presentation. Drawing from query theory (Johnson et al. 2007), we posit that the sequence of goal attribute presentation matters for adoption of user-innovation. In particular, a goal–then–attribute presentation sequence drives domain consumers’ adoption, whereas an attribute–then–go presentation sequence drives non-domain consumers’ adoption. This effect is mediated by a positive goal-attribute association about the innovation. Furthermore, the timing of new product pre-announcement and openness to customer participation moderated this sequencing effect. Empirically, we conducted four field and controlled experiments and validated our hypotheses. Our findings have significant theoretical and managerial implications on adoption of user-innovation.