When Do Morally Motivated Innovators Elicit Inspiration Instead of Irritation?
Innovators (i.e., consumers who are the first to adopt an innovation) are pivotal for the societal diffusion of sustainable innovations. But when are innovators most influential? Recent work suggests that morally motivated innovators (i.e., consumers who adopt an innovation out of concern for the we...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2018-01-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | http://journal.frontiersin.org/article/10.3389/fpsyg.2017.02362/full |