Effects of Interpersonal Influences on Innovation Evaluation

In the present economic environment, where technological advances happen very quickly and a product’s life cycle is cut short, companies need a strategy for innovations development to accomplish the objectives. In this paper, we analyze how the addition of innovations affect product evaluation, and how this influence is affected by the type of innovation, but also by the individual’s interpersonal influences. The preliminary analyses confirm that the impact of the interpersonal influences on innovation evaluation depends on innovation type.



Citation:

Eva Tomaseti and Salvador Ruiz (2007) ,"Effects of Interpersonal Influences on Innovation Evaluation", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 405-408.

Authors

Eva Tomaseti, Polytechnic University of Cartagena
Salvador Ruiz, University of Murcia



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

R12. Brand Primes Can Satiate (Important) Consumer Goals

Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada

Read More

Featured

Only "$20 More": Additional Price Framing Increases the Choice of Upgraded Products and Services

Thomas Allard, Nanyang Technological University, Singapore
David Hardisty, University of British Columbia, Canada
Dale Griffin, University of British Columbia, Canada

Read More

Featured

Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.