Assessing Consumer Reaction to New Product Ideas: Does It Matter Where You Live and How Old You Are?

Jing Wang, University of Iowa
Catherine Cole, University of Iowa
At a certain moment, when a new product is introduced into a market, sales increase rapidly (the takeoff point). Prior research shows that the patterns of new product take off and time to takeoff vary in different European countries and across product categories (Tellis, Stremersch, and Yin 2003). This prior research suggests that so called brown goods take off faster than white goods and that cultural characteristics such as need for achievement, industriousness and uncertainty avoidance partly explain these differences in takeoff patterns. We build on this work by studying how individual level cultural variables and age affect how people respond to new product ideas. The underlying theme is that cultural variables and age affect the kind of information consumers use to understand a new product.
[ to cite ]:
Jing Wang and Catherine Cole (2008) ,"Assessing Consumer Reaction to New Product Ideas: Does It Matter Where You Live and How Old You Are?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 983-983.