The Decision Process of Products Under Continuous Innovation: Innovativeness, Consumer Goals and Perceived Innovation

Eneida Ribeiro, Universidade Federal do Parana
Paulo Henrique Prado, Universidade Federal do Parana
Danielle Mantovani, Universidade Federal do Parana
Flavio Souza, Jose Carlos Korelo, Universidade Federal do Parana; Universidade Federal do Parana
This exploratory study, based on a research with consumers of constant technologically updated products of personal use, aims to explore the relationships between innovativeness and perceived characteristics of the innovation, during the consumer’s decision process. The contribution of such analysis resides in conciliating the broad approach of the decision process, brought by the innovation theory, increasing the knowledge about the adopter’s profile and the way they make their decisions related to innovative products. The study attempts to comprehend the elements involved in a decision making process of innovations and how different adoption behavior leads consumers to use different strategies to achieve their goals during the choice process.
[ to cite ]:
Eneida Ribeiro, Paulo Henrique Prado, Danielle Mantovani, and Flavio Souza, Jose Carlos Korelo (2008) ,"The Decision Process of Products Under Continuous Innovation: Innovativeness, Consumer Goals and Perceived Innovation", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 95-101.