Ang, D orcid.org/0000-0003-3739-5870, Liu, Y orcid.org/0000-0001-6641-4845 and Eisingerich, AB (2019) Difference in new product adoption among at-risk members of society: A critical analysis of males, females, and transgender individuals. Personality and Individual Differences, 151. 109503. ISSN 0191-8869
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2019 Elsevier Ltd. All rights reserved. This is an author produced version of a paper published in Personality and Individual Differences. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Fear; Embarrassment; PrEP; HIV; Sexuality; Transgender; Adoption; Sub-Saharan countries |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 11 Jul 2019 08:37 |
Last Modified: | 16 Jul 2021 00:38 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.paid.2019.07.013 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:148331 |
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Filename: PAID.R1-fear_embarrassment-July_11_2019_manuscript_accepted.pdf
Licence: CC-BY-NC-ND 4.0