Pioneering Advantage Revisited: the Moderating Roles of Form and Function in Consumer’S Evaluation of the Follower’S New Product
In this paper, the moderating roles of form and function of the new products to nullify pioneers advantage are examined. Results from the experimental study demonstrate that depending on the functionality level and form similarity, new product launch strategy needs to be different.
Sangwon Lee (2013) ,"Pioneering Advantage Revisited: the Moderating Roles of Form and Function in Consumer’S Evaluation of the Follower’S New Product", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.
Sangwon Lee, Ball State University, USA
NA - Advances in Consumer Research Volume 41 | 2013
K10. The Acronym Effect: Acronym and Buzzword Use Lowers Consumer Persuasion
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada
A Computational Social Science Framework for Visualizing the Possibility Space of Consumer-Object Assemblages from IoT Interaction Data
Donna Hoffman, George Washington University, USA
Thomas Novak, George Washington University, USA
Spreading of Alternatives Without a Perception of Choice
Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA