Willingness to pay for innovations: An emerging European innovation adoption behaviour

What is it about?

This study is the first to reveal and provide strong empirical evidence of the impact of national culture on consumer willingness-to-pay for innovations. In addition, this study is the first to reveal the moderating effect of income on this relationship and to highlight an emerging European innovation adoption behavior. In fact, high-income consumers have more globalized behaviour, while lower-income consumers are more impacted by their national culture.

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Why is it important?

These results guide companies when they establish launch price of innovations in international markets.