In five studies, the authors examine the impact of an independent (vs.
interdependent) mindset on consumer adoption of new products. Study 1
demonstrates that consumers in a predominantly independent (vs.
interdependent) culture are more willing to adopt really new products,
whereas consumers in a predominantly interdependent (vs. independent)
culture are more willing to adopt incrementally new products. Studies 2
and 3 conceptually replicate these findings using situationally
activated mindsets and demonstrate that this effect is driven by the
perceived fit between the product's newness level and the optimal level
of distinctive ness consumers want. Finally, Studies 4a and 4b show that
the presence of distinctiveness-dampening cues (i.e., popularity cues)
and distinctiveness-enhancing cues (i.e., scarcity cues) can reverse the
effect of self-perspective such that the independent self becomes less
willing to adopt really new products and more willing to adopt
incrementally new products than does the interdependent self. These
findings offer practical implications for managing innovation adoption
in both domestic and international marketplaces. [ABSTRACT FROM AUTHOR]