As time goes by : do cold feet follow warm intentions for really new versus incrementally new products?
Alexander, David L., Lynch, John G., Jr. and Wang, Qing. (2008) As time goes by : do cold feet follow warm intentions for really new versus incrementally new products? Journal of Marketing Research, Vol.45 (No.3). pp. 307-319. ISSN 0022-2437Full text not available from this repository.
Official URL: http://dx.doi.org/10.1509/jmkr.45.3.307
Combining prior theory about really new products (RNPs) with temporal construal theory, the authors show in four field studies that consumers follow through less often on positive purchase intentions to buy RNPs than on intentions to buy incrementally new products (INPs), and the decrement grows over time. Compared with consumers of INPs, consumers of RNPs are less likely to think concretely about the circumstances of buying and using the products and are more poorly calibrated in their expectations of initial product use. The authors discuss implications for both the marketing of and the market research on RNPs.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
|Library of Congress Subject Headings (LCSH):||New products, Consumer behavior -- Research, Motivation research (Marketing)|
|Journal or Publication Title:||Journal of Marketing Research|
|Publisher:||American Marketing Association|
|Number of Pages:||13|
|Page Range:||pp. 307-319|
|Access rights to Published version:||Restricted or Subscription Access|
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