When innovativeness in form matters: the joint impact of form innovativeness and expected innovativeness type on product evaluations over time
Year: 2007
Type: dissertation
Abstract: Past research in the area of product innovativeness has been dominated by studies\nconducted at the firm level. Furthermore, these studies principally lack a consumer\nperspective on the product innovativeness - product performance relationship. The\npurpose of this dissertation is to explore three seemingly critical questions regarding the\nimpact of product innovativeness dimensions on the evaluation of innovative products at\nthe individual level: (i) how do consumers evaluate and respond to different types of\nproduct innovativeness? (ii) do these evaluations change over time?, and (iii) under what\nconditions is change most likely to occur? Specifically, new visual design features (i.e.,\nform innovativeness) and new non-visual features (i.e., function innovativeness) are\nempirically tested to understand how they interact and relate to new product evaluations.\nWithin this research, attitudes and behavioral intentions toward products with innovative\nfeatures are measured over time to assess how and when they might change.\nTwo experiments were conducted to empirically test the impact of form\ninnovativeness on functionally innovative products over time. Participants in both\nexperiments received multiple exposures to innovative products, rating their attitudes and\nbehavioral intentions toward the products after each exposure. Participants in the first experiment saw a visual representation of the products only once while those in the\nsecond experiment saw the products during each exposure. Results from two\nexperiments suggest that form innovativeness does indeed have a changing impact on the\nliking of innovative products. Furthermore, this change is moderated by the product's\nvisual presence or absence. Finally, this change occurs when innovativeness in form is\napplied to either a form product or to a function product.
Author: Michael W. Kroff
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2276882618