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The decision-making process of consumers
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a high degree of complexity. For companies it
is therefore very important to generate signals
that are able to simplify the buying decision by
reducing the level of complexity.
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and consumer psychology could shed light on the
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interact.
Theoretical Background
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needs could be such a signal that helps the consuPHU WR PDNH KLV GHFLVLRQ 7KH ZKROH EUDQG FRXOG
be perceived as innovative because of the developPHQW RI LQQRYDWLYH SURGXFWV DQG WKH ¿UP PD\ EH
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of a brand extension and its parent brand. Within
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highly interacting impact on the perception of a speFL¿F EUDQG ¿UP DQG PD\ DOVR EH DEOH WR VLPSOLI\
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Method and Analysis
We conducted three empirical studies -one pilot
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the relevance of the innovativeness perception.
In the ¿UVWPDLQVWXG\ZHXVHGUHDODQGNQRZQ
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investigated the effects of product perception and
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be mentioned that both main studies had no direct
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of consumer innovativeness and perceived expertise on the innovativeness perception because of
their experimental setup and the concentration on
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account for existing results of the effect of consuPHULQQRYDWLYHQHVVDQGH[SHUWLVHZLWKLQGLIIHUHQW
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insights in collaborative innovations
Figure 1. Overview of study design and hypotheses
Results
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innovativeness and perceived expertise as control
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DVPRGHUDWRUVDVZHOODVWKHFRQVXPHULQQRYDWLYHYour contact person for
behavioural research and
innovation communication
Marco Hubert, Dr.
Assistant professor
phone: +49 7541 6009-1274
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ness and perceived expertise as control variables
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the general product price range. We found a signi¿FDQWSRVLWLYHPDLQHIIHFWIRUWKHSHUFHLYHGLQQRYDWLYHQHVV RI WKH ÀDJVKLS SURGXFW DQG DQ LQWHUDFWLRQ
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Conclusion
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products is necessary and important for business
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management and economic performance across
industries.
For further reading:
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