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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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
Date:	2008
Volume:	Vol.35
Number of Pages:	7
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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URI:	http://wrap.warwick.ac.uk/id/eprint/16746

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