“…Figure 6. Adoption categories based on Rogers' definitions Sources: Lionberger, 1954;Rogers, 1958;Rogers and Beal, 1958;Ryan, 1948;Ryan andGross, 1943, 1950;Wilkening, 1950Wilkening, , 1951Wilkening, , 1952 Ethnocentrism and collectivism are found to be negative influences on the innovativeness of the individual, regardless of his/her personality and psychological characteristics. Social influence on an individual is so comprehensive that it is not just additional value in an individual desire-set, but rather, it pushes the desire-set of the individual towards a preference for more traditional motivations conforming to existing social values (Steenkamp, ter Hofstede, & Wedel, 1999).…”