Effects of Interpersonal Influences on Innovation Evaluation

Eva Tomaseti, Polytechnic University of Cartagena
Salvador Ruiz, University of Murcia
In the present economic environment, where technological advances happen very quickly and a product’s life cycle is cut short, companies need a strategy for innovations development to accomplish the objectives. In this paper, we analyze how the addition of innovations affect product evaluation, and how this influence is affected by the type of innovation, but also by the individual’s interpersonal influences. The preliminary analyses confirm that the impact of the interpersonal influences on innovation evaluation depends on innovation type.
[ to cite ]:
Eva Tomaseti and Salvador Ruiz (2007) ,"Effects of Interpersonal Influences on Innovation Evaluation", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 405-408.