The Moderating Role of Personal Need for Structure on the Evaluation of Incrementally New Products versus Really New Products

Kim, Jun San; Hahn, Minhi; Yoon, Young-Ho

doi:10.1002/mar.20769

Cited by 18 publications

(13 citation statements)

References 46 publications

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“…Innovative products can be categorized as RNPs and incrementally new products (INPs) [16,17]. RNPs are products that rely on technologies that were previously inaccessible to consumers, thus enabling them to do things that they could not do before [1][2][3].…”

Section: Open Innovation and Really New Productsmentioning

confidence: 99%

“…Researchers have been examining how best to communicate RNPs' benefits to customers. They have studied a range of topics from the customers' perspectives, such as how they learn about RNPs [3,[18][19][20], how they form their preferences for RNPs [16,17,21], and how they decide to adopt them [22]. For example, Feiereisen et al [21] compared the influences of two presentation formats (text vs. pictures) with two different presentation strategies (analogies vs. mental simulations) on customers' product comprehension and formation of attitudes.…”

Section: Open Innovation and Really New Productsmentioning

confidence: 99%

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Strategies for Marketing Really New Products to the Mass Market: A Text Mining-Based Case Study of Virtual Reality Games

Zhang

2020

Journal of Open Innovation: Technology, Market, and Complexity

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This paper reports on a text mining-based case study aimed at determining how virtual reality (VR) games, as examples of really new products (RNPs), market themselves when they are introduced to the mass market. The goal was to examine the marketing foci of RNPs and any subsequent changes over time when the RNPs survive. VR games are a type of RNP offering several unique benefits, such as immersive gameplay and storytelling, which are advanced compared with their earlier counterparts. To examine the marketing foci of VR games, we collected 17,000 pieces of promotional text from a major online gaming marketplace, Steam Store, published from the beginning of the second quarter of 2016 to the third quarter of 2018. We performed text analysis (topic modeling) and found that game marketers paid particular attention to the VR nature of VR games when they first entered the marketplace. However, game content increasingly was emphasized in subsequent quarters. In addition, the marketing foci for VR games seemed to go through an exploratory process, which was not observed among non-VR games in the same period. The results offer insights into how the focus of RNPs’ marketing evolves as their newness fades.

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Section: Open Innovation and Really New Productsmentioning

confidence: 99%

Section: Open Innovation and Really New Productsmentioning

confidence: 99%

Strategies for Marketing Really New Products to the Mass Market: A Text Mining-Based Case Study of Virtual Reality Games

Zhang

2020

Journal of Open Innovation: Technology, Market, and Complexity

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“…The market introduction of RNPs, also referred to in the marketing literature as radical product innovations, technological innovations or discontinuous innovations, typically either revolutionize existing product categories or create new ones (Truong et al , 2017). Because of their discontinuous nature and their use of radically innovative technologies, RNPs characteristically warrant significant changes in existing usage or consumption patterns (Kim et al , 2015). They also often require considerable investments in terms of time and effort by consumers to effectively acquire, process and learn new attribute and functionality knowledge (Chaudhuri et al , 2010).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…In contrast, incrementally new products (INPs) represent slight improvements or modifications in technology used and provide consumers with minor added benefits compared to existing products and, thus, typically carry a lower level of perceived risk. Given the lack of knowledge and familiarity with the higher levels of technological innovation and the novelty of the features and benefits offered by RNPs, consumers may experience greater uncertainty when assessing the usefulness of such products (Kim et al , 2015; Truong et al , 2017). Hence, RNPs are perceived as riskier to adopt compared to INPs (Colombo et al , 2017).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…Adoption of innovation has been defined as a sequential process starting with knowledge about the innovation and ending with formulating a purchase decision (Rogers, 2003). When investigating determinants of consumers’ adoption of new products, prior literature has traditionally focused on the innovation’s attributes such as its relative advantage and compatibility (Rogers, 2003); consumers’ characteristics such as predisposition towards risk and personal need for structure (Chaudhuri et al , 2010; Kim et al , 2015); and channels of communication as facilitating agents that can overcome adoption barriers (Laukkanen, 2016). Given the discontinuous nature of technological innovations, other research has specifically examined the role of perceived risk as a significant impediment in the face of consumers’ acceptance of such products (Truong et al , 2017).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

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Is love really blind? The effect of emotional brand attachment on the perceived risk of really new products

Aboulnasr

Tran

2019

JPBM

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Purpose The purpose of this paper is to investigate the role of emotional brand attachment in consumers’ evaluation of new products that represent technological innovation. Design/methodology/approach A quantitative study was conducted using survey data from a nationally representative probability sample of US consumers (n = 624) to understand the role of emotional brand attachment in the context of consumers’ evaluation of really new products (RNPs). A framework was developed and tested using structural equation modeling that included emotional brand attachment, brand trust, product incongruity, product familiarity, perceived risk, willingness to try, product evaluation and word-of-mouth intentions. Findings The results support the role of emotional brand attachment in the diffusion of RNPs. Specifically, results indicated that increased brand attachment reduces consumers’ perceived risk associated with a RNP and increases brand trust. Both constructs played a key role in shaping willingness to try the innovation, word-of-mouth intentions and product evaluation. Findings of this paper add explanatory power to demand-prediction models that more accurately describe the mechanism of the innovation adoption process. For marketing managers, the results emphasize the importance of consumer–brand emotional connections. Research limitations/implications The paper used a cross-sectional design; it would be interesting to use a longitudinal design to examine if the role of emotional brand attachment changes over time and how the changes might impact consumers’ perceptions and behaviors in the context of RNPs. Originality/value This is the first paper to explore the role of emotional brand attachment in the context of RNPs and consumers’ potential behavioral outcomes.

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Residential mobility boosts new product adoption

Zeng

et al. 2022

Psychology and Marketing

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A major challenge in new product development is how to increase consumers' adoption of new offerings. Using the socio‐ecological perspective, we reveal a largely ignored but important social factor that alters consumers' new product adoption. Specifically, we propose that residential mobility—the frequency with which individuals change their residence—acts as an antecedent of new product adoption. Six studies—using different operationalizations of residential mobility—provide convergent evidence that residential mobility (vs. stability) augments new product adoption in both laboratory settings and real business settings. This effect is driven by openness to new experiences and moderated by the voluntariness of moving. Our findings add to the literature on new product adoption and residential mobility. Moreover, marketers should take residential mobility into full consideration when designing marketing strategies for new products and presenting contextual cues to activate consumers' residential mobility mindset to enhance their acceptance of new products.

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The Moderating Role of Personal Need for Structure on the Evaluation of Incrementally New Products versus Really New Products

Abstract: ABSTRACT

Cited by 18 publications

References 46 publications

Strategies for Marketing Really New Products to the Mass Market: A Text Mining-Based Case Study of Virtual Reality Games

Strategies for Marketing Really New Products to the Mass Market: A Text Mining-Based Case Study of Virtual Reality Games

Is love really blind? The effect of emotional brand attachment on the perceived risk of really new products

Residential mobility boosts new product adoption

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