How Brands Shape Newness Perceptions

Frank Goedertier, Vlerick Business School, Belgium
Kristof Geskens, Vlerick Business School, Belgium
Gregory S. Carpenter, Northwestern University, USA
Numerous innovations fail - often because they are perceived as lacking novelty. We demonstrate how innovation novelty is influenced by a previously unexplored factor: the brand used to introduce it. Four studies show that perceived novelty is determined by the level of abstractness of a brand’s overall associations.
[ to cite ]:
Frank Goedertier, Kristof Geskens, and Gregory S. Carpenter (2013) ,"How Brands Shape Newness Perceptions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.