What’S New? a Multi-Dimensional Approach to Product Newness

ABSTRACT - How do consumers assess the newness of a new product? We address this question to determine the relevant variables for perceived newness evaluation, get insight into the origin and determinants of newness within a product, and how these differentially influence overall newness. We find empirical evidence for a two-dimensional structure of overall newness. First, a perceptual dimension referring to the newness consumers can immediately perceive through product exposure, second, an epistemic dimension which requires accessibility to higher levels of knowledge structure to be perceived. Results show that attributes are top-of-mind in perceived newness elements, however benefits appear fast and naturally when products offer epistemic newness. Findings also emphasize that consumers need true new benefits to evaluate products as new. This research provides managers with an analytical tool to assess the intensity and nature of products’ newness and to develop their marketing strategy accordingly.



Citation:

Anne Michaut, Jan-Benedict Steenkamp, and Hans van Trijp (2001) ,"What’S New? a Multi-Dimensional Approach to Product Newness", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 15.

European Advances in Consumer Research Volume 5, 2001      Page 15

WHAT’S NEW? A MULTI-DIMENSIONAL APPROACH TO PRODUCT NEWNESS

Anne Michaut, Wageningen University, Netherlands

Jan-Benedict Steenkamp, Wageningen University, Netherlands

Hans van Trijp, Wageningen University, Netherlands

ABSTRACT -

How do consumers assess the newness of a new product? We address this question to determine the relevant variables for perceived newness evaluation, get insight into the origin and determinants of newness within a product, and how these differentially influence overall newness. We find empirical evidence for a two-dimensional structure of overall newness. First, a perceptual dimension referring to the newness consumers can immediately perceive through product exposure, second, an epistemic dimension which requires accessibility to higher levels of knowledge structure to be perceived. Results show that attributes are top-of-mind in perceived newness elements, however benefits appear fast and naturally when products offer epistemic newness. Findings also emphasize that consumers need true new benefits to evaluate products as new. This research provides managers with an analytical tool to assess the intensity and nature of products’ newness and to develop their marketing strategy accordingly.

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Authors

Anne Michaut, Wageningen University, Netherlands
Jan-Benedict Steenkamp, Wageningen University, Netherlands
Hans van Trijp, Wageningen University, Netherlands



Volume

E - European Advances in Consumer Research Volume 5 | 2001



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