Friend or foe:In enjoying playfulness, do innovative consumers tend to switch brand?

Aroean, Lukman (2012) Friend or foe:In enjoying playfulness, do innovative consumers tend to switch brand? Journal of Consumer Behaviour, 11 (1). pp. 67-80. ISSN 1472-0817

Full text not available from this repository.


Playful consumption has been an extraordinary phenomenon in the modern era, but little attention has been paid to how likely innovative consumers are to seek to enjoy this particular experience. Using structural equation modeling and invariant tests, this article examines empirically the relationship between innovativeness, brand switching, and playful consumption, with gender and age as moderators. Innovativeness has been found to predict playful consumption, and although it also predicts brand switching, interestingly, the latter was not found to predict playful consumption. That, for innovative consumers, encountering playfulness is not enhanced by different brands suggests that being able to enjoy playful rewards requires familiarity, which is more likely to be provided by ongoing rather than by new brands. This article therefore presents a friendly message for marketers: In enjoying playfulness, innovative consumers tend not to switch brand. More theoretical and practical implications, as well as future research, are also identified. Copyright (C) 2011 John Wiley & Sons, Ltd.

Item Type: Article
Uncontrolled Keywords: optimum stimulation level,behavior,consumption,adoption,personality,experience,seeking,models,impact,values
Faculty \ School: Faculty of Social Sciences > Norwich Business School
UEA Research Groups: Faculty of Social Sciences > Research Groups > Marketing
Depositing User: Pure Connector
Date Deposited: 15 Apr 2016 10:02
Last Modified: 21 Mar 2024 01:13
DOI: 10.1002/cb.370

Actions (login required)

View Item View Item