Together They Do Not Innovate: Group Entitativity of Top Management Team and Consumer Perception of Brand Innovativeness

Fei Xu

Research output: Unpublished conference presentation (presented paper, abstract, poster)Conference presentation (not published in journal/proceeding/book)Academic researchpeer-review

Abstract

This research explores how background information of a brand’s top management team influences consumers’ perception of brand innovativeness and their downstream purchase intention and behavior. Six studies demonstrate that low (vs. high) group entitativity of a brand’s top management team increases the perception of perspective diversity among its members, which in turns leads to heightened consumer perception of brand innovativeness. Consistent with this mechanism, this effect is further found to be dismissed when the lay belief that divergent thinking enhances innovation is challenged. Moreover, low (vs. high) group entitativity of top management team increases consumers’ purchase intention and behavior when they have a purchasing goal for innovative products or when the brand’s products are positioned as innovative products.
Original languageEnglish
Publication statusNot published / presented only - Mar 2022
EventSociety for Consumer Psychology Conference 2022 - Virtual
Duration: 4 Mar 20225 Mar 2022
https://www.scp2022.com/

Competition

CompetitionSociety for Consumer Psychology Conference 2022
Period4/03/225/03/22
Internet address

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