Consumer Responses to Traditional Vs Virtual Concept Testing: the Influence of Innovativeness, Change Seeking, and Cognitive Effort

This research examines the influence of innovativeness, change seeking and cognitive processing propensity on consumer responses to traditional versus virtual concept testing environment. The findings show that the effect of innovativeness on concept evaluations is relieved whereas the effect of change seeking is even more substantial in virtual testing environment. The study also provides evidence that the quality of concept testing data provided by respondents varies substantially with their innovativeness. However, the subject selection is not a more critical issue in virtual testing than in traditional testing.



Citation:

Ling Peng, Yongfu He, and Chunyu Li (2011) ,"Consumer Responses to Traditional Vs Virtual Concept Testing: the Influence of Innovativeness, Change Seeking, and Cognitive Effort", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 225-225.

Authors

Ling Peng, Lingnan University, Hong Kong
Yongfu He, Monash University
Chunyu Li, Lingnan University, Hong Kong



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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