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After the box has been opened: goal orientation as the driver of new product usage and the moderating effects of product knowledge and perceived newness
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Wang, Qing, Alexander, A. and Lynch, John G. (2010) After the box has been opened: goal orientation as the driver of new product usage and the moderating effects of product knowledge and perceived newness. Advances in Consumer Research, Vol.37 . ISSN 0098-9258.
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Abstract
This paper combines goal orientation theory with recent studies of consumer cognitive and emotional responses to new technological products to examine the drivers of new product usage. In a three wave, longitudinal field study with real consumers of new communication products, we find that consumers’ goal orientation has a strong self-reinforcing effect on new product usage across time and that this effect is reinforced by usage surprises, product knowledge and perceived product newness. Whilst approach goal orientation acts as a driver for long term usage, avoidance goal orientation has a resilient, negative effect on product usage. We discuss the implications for marketers of technological consumer products.
Item Type: | Journal Article | ||||
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Subjects: | 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 |
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Journal or Publication Title: | Advances in Consumer Research | ||||
Publisher: | Association for Consumer Research | ||||
ISSN: | 0098-9258 | ||||
Official Date: | 2010 | ||||
Dates: |
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Volume: | Vol.37 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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