The influence of music familiarity on innovation adoption and the moderating role of personal involvement
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2020-06-26
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en
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The purpose of this study was to examine the effect of music familiarity on innovation adoption, and the moderating role of personal involvement towards the innovation. This study employed an experimental 3 (music: familiar, unfamiliar, no) x 2 (personal involvement: low, high) between-subjects design. Respondents were gathered via an online survey in which they were randomly assigned to the experimental conditions. The innovation used for this study is an edible water ball. It was expected that familiar music has a more positive effect on innovation adoption compared to unfamiliar music and no music, especially when the individual is low personally involved towards the innovation. However, all developed hypotheses have been rejected. The results from additional analyses showed that familiar music has a significant positive effect on attitude towards the innovation, but only when the music is liked. If the music is less liked, familiar music has a smaller effect on attitude towards the innovation compared to unfamiliar music. Also, music likeability and personal involvement both have a significant main effect on innovation adoption. Several explanations for these expected and unexpected results are given, followed by limitations of the research, recommendations for future research and practical implications.
Keywords: music familiarity; music likeability; nostalgia; uncertainty; innovation adoption; personal involvement
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Faculteit der Managementwetenschappen