After the Box Has Been Opened: Goal Orientation As the Driver of New Product Usage and the Moderating Effects of Product Knowledge and Perceived Newness

Qing Wang, University of Warwick, UK
David Alexander, University of St. Thomas, USA
John G. Lynch jr., Leeds School of Business, University of Colorado at Boulder, USA
This paper combines goal orientation theory with recent studies of consumer cognitive and emotional responses to new technological products to examine the drivers of new product usage. In a three wave, longitudinal field study with real consumers of new communication products, we find that consumers’ goal orientation has a strong self-reinforcing effect on new product usage across time and that this effect is reinforced by usage surprises, product knowledge and perceived product newness. Whilst approach goal orientation acts as a driver for long term usage, avoidance goal orientation has a resilient, negative effect on product usage. We discuss the implications for marketers of technological consumer products.
[ to cite ]:
Qing Wang, David Alexander, and John G. Lynch jr. (2010) ,"After the Box Has Been Opened: Goal Orientation As the Driver of New Product Usage and the Moderating Effects of Product Knowledge and Perceived Newness", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 664-665 .