Consumer Response to Innovations: the Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism
We examined how attentional resources, i.e., focused and defocused attention, impact the development of innovative ideas. Two studies documented that focused attention yielded ideas that are useful, while defocused attention yielded ideas that are novel and symbolic in nature. These dimensions were positively associated with market desirability.
Katarina Hellén and Maria Sääksjärvi (2018) ,"Consumer Response to Innovations: the Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 591-592.
Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands
NA - Advances in Consumer Research Volume 46 | 2018
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