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

A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

Read More

Featured

N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits

Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore

Read More

Featured

A Meta-Analysis on the Endowment Effect in Experiments

DANIEL SUN, University of Calgary, Canada

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.