“I got it FIRST”: Antecedents of competitive consumption of a new product

Abstract

When a new product of a well-known brand is released, consumers wait in line as early as possible to increase their chances of purchasing the product. This research investigated the two-stage competitive arousal model of a new product purchase competition. Results of a structural equation modeling with a multi-group analysis approach showed that competitive arousal was a central psychological state stimulated by product uniqueness, scarcity, popularity, need for uniqueness, and self-enhancement value, influencing the intention to queue in line. Practical insights in targeting the right consumers and promoting a new product to draw optimal attention from consumers were further discussed.