Research

Consumer Adoption of New Products: Independent versus Interdependent Self-Perspectives

Journal Article
Coauthor(s)

Ma, Zhenfeng, Zhiyong Yang, and Mehdi Mourali

Publication Date

2014

Journal/Publisher

Journal of Marketing

Additional Information

Vol. 78(2), 101-117

Dr. Zhiyong Yang

Professor and Department Head

Department of Marketing, Entrepreneurship, Hospitality & Tourism Bryan 441-B z_yang4@uncg.edu 336-334-3763