Assessing Consumer Reaction to New Product Ideas: Does It Matter Where You Live and How Old You Are?

At a certain moment, when a new product is introduced into a market, sales increase rapidly (the takeoff point). Prior research shows that the patterns of new product take off and time to takeoff vary in different European countries and across product categories (Tellis, Stremersch, and Yin 2003). This prior research suggests that so called brown goods take off faster than white goods and that cultural characteristics such as need for achievement, industriousness and uncertainty avoidance partly explain these differences in takeoff patterns. We build on this work by studying how individual level cultural variables and age affect how people respond to new product ideas. The underlying theme is that cultural variables and age affect the kind of information consumers use to understand a new product.



Citation:

Jing Wang and Catherine Cole (2008) ,"Assessing Consumer Reaction to New Product Ideas: Does It Matter Where You Live and How Old You Are?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 983-983.

Authors

Jing Wang, University of Iowa
Catherine Cole, University of Iowa



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More

Featured

What a Waste: Effects of Food Consumption Choices and Traffic Light Labelling on Disposal

Marit Drijfhout, University of Groningen, The Netherlands
Jenny van Doorn, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands

Read More

Featured

Motion, Emotion, and Indulgence: How Movement Influences Consumption

Yegyu Han, Virginia Tech, USA
Rajesh Bagchi, Virginia Tech, USA
Syagnik Banerjee, University of Michigan at Flint

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.