Matching Product Newness to Consumer Exploratory Buying Behavior: Strategies For Effective New Product Launch

Anne Michaut, HEC Paris, France
The topic of new product acceptance has figured prominently in the marketing literature. Yet, in a context of increasing globalization, a new challenge is to optimize launch strategies across countries. Linking consumer cultural characteristics, consumer exploratory buying behavior, and new products’ characteristics to new products’ preference data should guide managers towards optimizing these decisions. We test our hypotheses using five European countries and find an effect of the congruency between the product newness and consumer exploratory buying behavior profile, as well as an effect of the congruency between the product newness and the consumer cultural profile on new product liking.
[ to cite ]:
Anne Michaut (2009) ,"Matching Product Newness to Consumer Exploratory Buying Behavior: Strategies For Effective New Product Launch", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1048-1048.