Today, It’S New! and Tomorrow? Perceived Product Newness in Relation With Product Liking Over Time

Today it's new! Great! And tomorrow? Perceived product newness and its relationship with liking over time.


Anne Michaut-Denizeau, HEC, School of Management

Stan Knoops, IFF


With the plethora of new products on today's markets, consumers' response to these products has aroused a great deal of interest over the past years. This paper particularly focuses on perceived newness and its relationship to liking over time.

The conceptual framework suggests that, from the consumer's perspective, newness can be seen as lying along two dimensions: (1) mere perception and (2) understanding. Results show that, in product usage conditions, product newness perception increases in the short run (3 weeks), as consumers simultaneously become more able to make sense of the product. In the longer run (12 weeks), newness remains rather persistent despite daily product usage and exposure. Moreover, the study points out newness as a good determinant of liking in the short run only.


anne michaut and stan knoops (2006) ,"Today, It’S New! and Tomorrow? Perceived Product Newness in Relation With Product Liking Over Time", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 316-317.


anne michaut, HEC, School of Management, Paris
stan knoops, IFF


NA - Advances in Consumer Research Volume 33 | 2006

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