The Perceiver Effect of Consumer Innovativeness on Brand Evaluations
In terms of consumer innovativeness, inferior low-level innovations instigate more impacts on high- (vs. low-) innovativeness consumers’ perception about innovative brands. In terms of brand innovability and quality, inferior high-level innovations instigate more impacts on the quality (vs. innovability) of innovative brands.
Citation:
Joseph W. Chang (2015) ,"The Perceiver Effect of Consumer Innovativeness on Brand Evaluations", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 106-107.
Authors
Joseph W. Chang, Vancouver Island University, Canada
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
Share Proceeding
Featured papers
See MoreFeatured
What’s Your Construct? Exploring the Different Definitions and Operationalizations of Scarcity
Kelly Goldsmith, Vanderbilt University, USA
Rebecca Hamilton, Georgetown University, USA
Caroline Roux, Concordia University, Canada
meng zhu, Johns Hopkins University
Featured
F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.
Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University
Featured
M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions
Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University