The Effect of Perceived Learning Opportunity on Consumers’ Evaluations of Really New Products

We propose that consumers who are oriented towards future opportunities (learning) rather than focused on the attributes that maybe difficult to understand in the present will enhance consumers’ evaluation of really-new products. Unlike previous research, which has studied immediate costs-benefits, we focus on consumers’ long-term considerations of adopting really-new product.



Citation:

Ajmal Hafeez, Marit Gunda Gundersen Engeset, and Radu Dimitriu (2016) ,"The Effect of Perceived Learning Opportunity on Consumers’ Evaluations of Really New Products ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 734-734.

Authors

Ajmal Hafeez, University College of Southeast Norway, Norway
Marit Gunda Gundersen Engeset, University College of Southeast Norway, Norway
Radu Dimitriu, Cranfield School of Management and University College of Southeast Norway, UK



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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