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Factors influencing consumers' evaluation and adoption intention of really-new products or services : prior knowledge, innovativeness and timing of product evaluation

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Wang, Qing, Dacko, Scott G. and Gad, Marwa (2008) Factors influencing consumers' evaluation and adoption intention of really-new products or services : prior knowledge, innovativeness and timing of product evaluation. In: 35th Annual Conference of the Association-for-Consumer-Research, Memphis, TN, Oct 25-28, 2007. Published in: Advances in Consumer Research, Vol.35 pp. 416-422.

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Official URL: http://www.acrwebsite.org/volumes/display.asp?id=1...

Abstract

This paper empirically examines factors influencing consumers' evaluation and adoption intention of really new products. Combining construal level theory with literature on new product evaluation and adoption, we found an asymmetry in the conditional importance of benefit and cost, both as mediators and as antecedents of adoption intention. As mediators, consumer innovativeness does not affect perceived cost, but leads to greater perceived benefit and greater adoption intention. As antecedents, cost is important only if the adoption is highly beneficial, but benefits remain important regardless of cost. Finally, we found that the salience of costs increases as the temporal distance decreases, whilst the salience of benefit remains constant. We discuss implications for marketing of really new products.

Item Type:

Conference Item (UNSPECIFIED)

Subjects:

H Social Sciences > HF Commerce
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management

Divisions:

Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School

Library of Congress Subject Headings (LCSH):

Consumer behavior, New products, Consumers -- Attitudes, Marketing research, Consumers -- Research, Commercial products -- Testing

Series Name:

Advances in Consumer Research

Journal or Publication Title:

Advances in Consumer Research

Publisher:

Association for Consumer Research

ISBN:

978-0-915552-61-0

ISSN:

0098-9258

Editor:

Lee, AY and Soman, D

Official Date:

2008

Dates:

Date	Event
2008	Published

Volume:

Vol.35

Number of Pages:

Page Range:

pp. 416-422

Status:

Peer Reviewed

Publication Status:

Published

Access rights to Published version:

Restricted or Subscription Access

Title of Event:

35th Annual Conference of the Association-for-Consumer-Research

Type of Event:

Conference

Location of Event:

Memphis, TN

Date(s) of Event:

Oct 25-28, 2007

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