Does Exposure to Concept Products Affect Judgment of Marketed New Products?

Concept products are prototypes featuring a very innovative design and technical functionalities, used to be exhibited at trade shows and at industry events. Results of two studies show that exposure to concept products affect consumer evaluation of marketed products, and that such effects are contingent on the degree of visual and functional exaggeration featured by the concept product, as well as on the degree of visual and functional alignment between the concept and the marketed product.


Irene Scopelliti, Paola Cillo, and David Mazursky (2011) ,"Does Exposure to Concept Products Affect Judgment of Marketed New Products?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Irene Scopelliti, Bocconi University, Italy
Paola Cillo, Bocconi University, Italy
David Mazursky, The Hebrew University of Jerusalem, Israel


NA - Advances in Consumer Research Volume 38 | 2011

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