Research Shows Owning Tech Important to Image

According to a study released April 17, “Familiarity with and usage of new high-tech products appears to be a common manifestation of innovative behavior,” wrote Steve Hoeffler of Vanderbilt and Stacy Wood of North Carolina State University. “Those who are tech-savvy are also perceived as authoritative on other subjects and as leaders.”

In trials done for the research, they found that “women who used technological gadgets benefited more than their male counterparts.”

What was the most interesting point of the research was that actually knowing how to use the technology wasn’t as important as owning it and looking competent.

This information was released through Vanderbilt University’s NewWise Newsroom.

The article noted that Hoeffler is an associate professor of marketing at Owen Graduate School of Management at Vanderbilt University. Wood is Langdon Distinguished Professor of Marketing at Poole College of Management at North Carolina State College. Together they authored the paper “Looking Innovative: Exploring the Role of Impression Management in High-Tech Product Adoption and Use,” published by The Journal of Product Innovation Management.

categories
tags
Trending Articles
EM Fact Sheet article page header-1200x628
Fact Sheet: Contagious Equine Metritis
EDCC-Unbranded-7-scaled
Wisconsin Gelding Positive for Strangles
EDCC-Unbranded-13-scaled
California Quarter Horse Tests Positive for EIA
Maslow's hierarchy of needs
Understanding Maslow's Hierarchy of Needs
Newsletter
Get the best from EquiManagement delivered straight to your inbox once a week! Topics include horse care, disease alerts, and vet practitioner updates.

"*" indicates required fields

Name*
Country*

Additional Offers

Untitled
This field is for validation purposes and should be left unchanged.
EquiManagement
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.