“…In another branch of psychology-reliant research, the overlapping areas of innovation, consumer, and marketing research are also heavily concerned with the phenomenon of novelty. Here, novelty is viewed as central to both product development ( Lewis and Bergin, 2016 ), product value (e.g., Dewett and Williams, 2007 ), and consumer behaviors (e.g., Hirschman, 1980 ), predominantly as something extremely desirable. In Diffusion of Innovations from 1962, Rogers (1983) presented his now extensively adopted theory on how “innovations,” defined as “an idea, practice, or object that is perceived as new by an individual or other unit of adoption” ( Rogers, 1983 : 11), are spread throughout social systems.…”