Difference in new product adoption among at-risk members of society: A critical analysis of males, females, and transgender individuals

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Title: Difference in new product adoption among at-risk members of society: A critical analysis of males, females, and transgender individuals
Authors: Ang, D
Liu, Y
Eisingerich, AB
Item Type: Journal Article
Abstract: The study examines how fear and embarrassment associated with the usage of a new product influence product adoption. The extant body of work on individual differences is largely based on educated, relatively wealthy individuals in industrialized countries. This study extended prior work by exploring the uptake of a new product among 1823 at-risk individuals including sex workers and drug users from countries with high HIV prevalence. The findings show that fear of contracting HIV encouraged new product adoption while embarrassment associated with taking the new product hindered it. It is noteworthy that embarrassment is a better predictor than fear. Critically, the effect of embarrassment differed across genders. Specifically, embarrassment plays a more important role for transgender and female individuals compared to males. The effects are driven by public and private embarrassment in sub-Saharan and non-sub-Saharan countries, respectively. This study thus contributes to the important work on sexuality, gender differences, fear, embarrassment, and the uptake of new products for high-risk or stigmatized members of marginalized communities. The findings also offer practical implications for communication strategies to facilitate the uptake of new products such as a new medicine among members of stigmatized communities, less wealthy, and less educated members of society.
Issue Date: 1-Dec-2019
Date of Acceptance: 9-Jul-2019
URI: http://hdl.handle.net/10044/1/74276
DOI: https://doi.org/10.1016/j.paid.2019.07.013
ISSN: 0191-8869
Publisher: Elsevier
Journal / Book Title: Personality and Individual Differences
Volume: 151
Copyright Statement: © 2019 Elsevier Ltd. All rights reserved. This manuscript is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Licence http://creativecommons.org/licenses/by-nc-nd/4.0/.
Keywords: Social Sciences
Psychology, Social
Psychology
Fear
Embarrassment
PrEP
HIV
Sexuality
Transgender
Adoption
Sub-Saharan countries
FEAR APPEALS
PROTECTION MOTIVATION
PREP AWARENESS
EMBARRASSMENT
MEN
METAANALYSIS
EXPERIENCE
AROUSAL
SEX
Social Sciences
Psychology, Social
Psychology
Fear
Embarrassment
PrEP
HIV
Sexuality
Transgender
Adoption
Sub-Saharan countries
FEAR APPEALS
PROTECTION MOTIVATION
PREP AWARENESS
EMBARRASSMENT
MEN
METAANALYSIS
EXPERIENCE
AROUSAL
SEX
1701 Psychology
1702 Cognitive Sciences
Social Psychology
Publication Status: Published
Embargo Date: 2021-07-16
Article Number: 109503
Online Publication Date: 2019-07-16
Appears in Collections:Imperial College Business School



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