Past research in the area of product innovativeness has been dominated by studies
conducted at the firm level. Furthermore, these studies principally lack a consumer
perspective on the product innovativeness - product performance relationship. The
purpose of this dissertation is to explore three seemingly critical questions regarding the
impact of product innovativeness dimensions on the evaluation of innovative products at
the individual level: (i) how do consumers evaluate and respond to different types of
product innovativeness? (ii) do these evaluations change over time?, and (iii) under what
conditions is change most likely to occur? Specifically, new visual design features (i.e.,
form innovativeness) and new non-visual features (i.e., function innovativeness) are
empirically tested to understand how they interact and relate to new product evaluations.
Within this research, attitudes and behavioral intentions toward products with innovative
features are measured over time to assess how and when they might change.
Two experiments were conducted to empirically test the impact of form
innovativeness on functionally innovative products over time. Participants in both
experiments received multiple exposures to innovative products, rating their attitudes and
behavioral 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
second experiment saw the products during each exposure. Results from two
experiments suggest that form innovativeness does indeed have a changing impact on the
liking of innovative products. Furthermore, this change is moderated by the product's
visual presence or absence. Finally, this change occurs when innovativeness in form is
applied to either a form product or to a function product.
| Identifer | oai:union.ndltd.org:tamu.edu/oai:repository.tamu.edu:1969.1/5758 |
| Date | 17 September 2007 |
| Creators | Kroff, Michael William |
| Contributors | Szymaski, David M. |
| Publisher | Texas A&M University |
| Source Sets | Texas A and M University |
| Language | en_US |
| Detected Language | English |
| Type | Book, Thesis, Electronic Dissertation, text |
| Format | 660370 bytes, electronic, application/pdf, born digital |
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