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Gadget Loving: A Test of an Integrative Model


  • Special thanks to Professors Joseph Hair Jr. and Richard P. Bagozzi for methodological and linguistic guidance. Also, thanks to Professor Rajan Nataraajan and the selected blind reviewers for their constructive comments. Finally, our sincere appreciation goes to attending faculty members at BTH and Hanken for inspiring recommendations in two separate research seminars.

Correspondence regarding this article should be sent to: Aviv Shoham, Professor, Graduate School of Management, University of Haifa, Haifa 31905, Israel (


Following the seminal work of Bruner and Kumar (2007) on gadget loving, this paper views gadget loving as the attachment individuals have toward advanced electronic items and how such an attachment relates to actual use (i.e., actual gadgets ownership). It extends existing research in two important ways. First, it provides a retest of the reliability and validity of the gadget-loving scale in two new countries (Israel and Sweden), thus adding to the generalizability of the scale across cultures. Second, it develops and tests an integrative model that includes gadget loving as a central construct as well as several antecedents and consequences proposed as important topics for future research in the extant literature. The results show that inherent novelty seeking, technological innovativeness, and technical curiosity predict the gadget-loving trait, which in turn affects technological opinion leadership and gadget ownership. These findings have theoretical and practical implications.

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