The Interplay of Form Design and Innovativeness on New Product Evaluation

Sangwon Lee, Ball State University
This paper examines the moderating roles of form design and innovativeness on new product evaluations. Results from the three experiments demonstrate that form design and innovativeness jointly determine the customer assessments of the new products and form design of an innovative product matters more to the experts than novices.
[ to cite ]:
Sangwon Lee (2014) ,"The Interplay of Form Design and Innovativeness on New Product Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 794-794.