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
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 0098-9258Full text not available from this repository.
Official URL: http://www.acrwebsite.org/volumes/display.asp?id=1...
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|
|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
|Journal or Publication Title:||Advances in Consumer Research|
|Publisher:||Association for Consumer Research|
|Access rights to Published version:||Restricted or Subscription Access|
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