The Boundary of the Effects of Consumer Innovativeness in New Product Evaluation: the Role of Situational Strength

This study examines the boundary of the positive effect of consumer innovativeness on new product evaluations by considering branding strategies and levels of perceived fit. Based on the theory of situational strength, this study demonstrates that branding strategies and levels of fit chosen by brand managers can emit situational cues to consumers, make consumers go through a cognitive process, and construct a situational strength in consumers’ minds. Stronger situations attenuate the effect of consumer innovativeness on new product evaluations than weak situations. A mixed experimental design was used to validate the hypotheses.



Citation:

Timmy H. Tseng, Aihwa Chang, and Yung-Shen Wang (2011) ,"The Boundary of the Effects of Consumer Innovativeness in New Product Evaluation: the Role of Situational Strength", 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: 139-141.

Authors

Timmy H. Tseng, National Cheng-chi University, Taiwan
Aihwa Chang, National Cheng-chi University, Taiwan
Yung-Shen Wang, National Cheng-chi University, Taiwan



Volume

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



Share Proceeding

Featured papers

See More

Featured

When Taking Action Means Accepting Responsibility: Omission Bias Predicts Reluctance to Vaccinate Due to Greater Anticipated Culpability for Negative Side Effects

Gary Sherman, Stony Brook University
Stacey R Finkelstein, Stony Brook University
Beth Vallen, Vilanova University, USA
Paul M Connell, Stony Brook University
Kristen Feemster, Vaccine Education Center at Children’s Hospital of Philadelphia and University of Pennsylvania, Perelman School of Medicine, USA

Read More

Featured

K5. Advertising Organizational Culture as a Selling Tactic for For-Profit Organizations

Dejun Tony Kong, University of Houston, USA
Maria Ng, University of Houston, USA

Read More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.