Editorial

摘要

In this issue we have papers from a range of countries and in particular three from Spanish Universities. We open the issue with a paper entitled "Social Behavior and Brand Devotion among iPhone Innovators." Written by Emitto Jose Montero Arruda Filho, University of Amazon, Brazil and Julianne J. Cabusas and Nikhilesh Dholakia of the University of Rhode Island. This paper suggests that innovative consumers adopt and use new technology for not just utilitarian but also for experiential outcomes. It presents an interpretive analysis of the consumption behavior of very early iPhone users and suggests that utilitarian users have hedonic and social factors present in their consumption patterns.