13H Judgments of New Product Creativity: the Role of the Firm’S Past Failures and Successes

Creativity is a critical determinant of success in new product development. However, creativity is also linked with increased probability of marketplace failure. We find that laypeople, but not business practitioners in training, neglect this relationship when predicting the future creativity of products developed by a company with recent failures.



Citation:

Wade S. Wade, Joey Hoegg, and Darren Dahl (2019) ,"13H Judgments of New Product Creativity: the Role of the Firm’S Past Failures and Successes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 996-996.

Authors

Wade S. Wade, University of British Columbia, Canada
Joey Hoegg, University of British Columbia, Canada
Darren Dahl, University of British Columbia, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

Brands as Complex Social Processes

Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland

Read More

Featured

Conducting Consumer-Relevant Research

Jeffrey Inman, University of Pittsburgh, USA
Margaret C. Campbell, University of Colorado, USA
Amna Kirmani, University of Maryland, USA
Linda L Price, University of Oregon, USA

Read More

Featured

Consumer Attachment Styles and Preference for Sharing Products

Kivilcim Dogerlioglu Demir, Sabanci University
Ezgi Akpinar, Koc University, Turkey
mehmet okan, ITU

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.