“I got it FIRSTâ€: Antecedents of competitive consumption of a new product

Jihye Park and Wenhan Li

Journal of Retailing and Consumer Services, 2023, vol. 73, issue C

Abstract: When a new product of a well-known brand is released, consumers wait in line as early as possible to increase their chances of purchasing the product. This research investigated the two-stage competitive arousal model of a new product purchase competition. Results of a structural equation modeling with a multi-group analysis approach showed that competitive arousal was a central psychological state stimulated by product uniqueness, scarcity, popularity, need for uniqueness, and self-enhancement value, influencing the intention to queue in line. Practical insights in targeting the right consumers and promoting a new product to draw optimal attention from consumers were further discussed.

Keywords: Competitive consumption; Competitive arousal; Competition; Product uniqueness; Scarcity; Popularity; Need for uniqueness; Self-enhancement value; Queuing intention (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:73:y:2023:i:c:s0969698923001145

DOI: 10.1016/j.jretconser.2023.103367

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