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首页> 外文期刊>Journal of product innovation management >Looking Innovative: Exploring the Role of Impression Management in High-Tech Product Adoption and Use
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Looking Innovative: Exploring the Role of Impression Management in High-Tech Product Adoption and Use

机译：寻求创新：探索印象管理在高科技产品采用和使用中的作用

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摘要

Although consumer adoption of high-tech innovations is certainly influenced by the product's functional benefits, can the use of a new product confer social benefits as well? Specifically, can the mere use of an innovative product convey the impression that the user is an innovative person? Impression management (IM) is a well-established phenomenon in social psychology that refers to the human tendency to monitor, consciously or unconsciously, the efficacy of his or her communication of self to others. This research explores the role that IM motivations, or "looking innovative, "play in consumers' use of new high-tech products, especially in the workplace-an environment in which innovativeness is clearly valued by employers and, thus, individuals have strong motivations to convey innovativeness as a personal characteristic. Data from both ethnographic and experimental methods demonstrate that (1) the use of new high-tech products can be a surprisingly effective social signal of one's "tech savvy" and personal innovativeness; (2) this impression even significantly increases positive evaluations of secondary traits such as leadership and professional success; and (3) this effect differs by gender. Intriguingly, stronger benefits accrue for women than for men-a finding that runs counter to the backlash effect typically found in IM research in business settings (i.e., female job evaluations typically suffer after engaging in the same self-promoting IM strategies that benefit their male counterparts). Further, the data show that, even for professional recruiters, a momentary observation of a job candidate using a new high-tech product versus a low-tech equivalent significantly increases the candidate's evaluation and likelihood of being hired.
机译：尽管消费者对高科技创新的采用肯定受到产品功能利益的影响，但使用新产品还能带来社会利益吗？具体而言，仅使用创新产品就能传达用户是创新者的印象吗？印象管理（IM）是社会心理学中一种公认的现象，指的是人类倾向于自觉或不自觉地监视自己与他人进行自我交流的效果。这项研究探讨了IM动机或“看起来具有创新性”在消费者使用新高科技产品中的作用，特别是在工作场所，即雇主明确重视创新性的环境中，因此个人具有强烈的动机传达创新作为个人特征。人种学和实验方法的数据表明：（1）使用新的高科技产品可能是令人惊讶的有效的社会信号，表明其“精通技术”和个人创新； （2）这种印象甚至大大提高了对诸如领导能力和专业成就等次要特征的正面评价； （3）这种效果因性别而异。有趣的是，女性比男性获得了更大的收益-这一发现与企业环境中即时消息研究通常会发现的反冲效应背道而驰（即，女性工作评估通常在采用了有益于男性的相同自我推广即时消息策略后受到损害同行）。此外，数据显示，即使对于专业招聘人员，使用新的高科技产品与低技术等效产品对求职者的瞬时观察也大大提高了求职者的评价和被录用的可能性。

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  • 来源
    《Journal of product innovation management》 |2013年第6期|1254-1270|共17页
  • 作者

    Stacy Wood; Steve Hoeffler;

  • 作者单位

    Poole College of Management, North Carolina State University, Raleigh, NC 27695-7229;

    School of Management at Vanderbilt University;

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  • 正文语种 eng
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