The Interplay of Form Design and Innovativeness on New Product Evaluation
This paper examines the moderating roles of form design and innovativeness on new product evaluations. Results from the three experiments demonstrate that form design and innovativeness jointly determine the customer assessments of the new products and form design of an innovative product matters more to the experts than novices.
Sangwon Lee (2014) ,"The Interplay of Form Design and Innovativeness on New Product Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 794-794.
Sangwon Lee, Ball State University
NA - Advances in Consumer Research Volume 42 | 2014
The Interaction Effect of Food Variety and Simulation of Eating on Consumers' Calorie Estimation
Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University
B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing
Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne
Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction
Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA