An integrative model of the influence of self-esteem on adolescents’ consumer innovativeness: the mediating role of social network position and need for uniqueness

Elodie Gentina and Jan Kratzer

Industry and Innovation, 2020, vol. 27, issue 10, 1110-1132

Abstract: Despite extensive investigations, full comprehension of consumer innovativeness remains elusive during adolescence. This study explores the different routes by which self-esteem may prompt consumer innovativeness. We find two distinctive routes through individuation (need for uniqueness, NFU) and social network (social betweenness), each of which mediates the relationship between self-esteem and consumer innovativeness. A sample of 747 adolescents reveals that consumer innovativeness requires a balance between NFU and betweenness centrality, such that adolescents are both linked to diverse groups and ready to deviate from group norms to establish their difference. These findings help consolidate prior conceptual considerations of consumer innovativeness and empirical studies that focus on social networks of innovators. In addition, age and gender have moderating effects. With these results, industry actors can derive more efficient methods to identify adolescents who exhibit the personality trait of consumer innovativeness and also better understand their motives to innovate.

Date: 2020
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DOI: 10.1080/13662716.2020.1743649

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