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    • University of Missouri-Columbia
    • Graduate School - MU Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Dissertations (MU)
    • 2007 Dissertations (MU)
    • 2007 MU dissertations - Freely available online
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    Have you seen the new model? : visual design and product newness

    Radford, Scott K., 1973-
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    [PDF] research.pdf (2.985Mb)
    Date
    2007
    Format
    Thesis
    Metadata
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    Abstract
    Firms must continually innovate to successfully meet both consumer needs and competitive pressures. Previous investigations of innovation have examined this construct solely from the firms' perspective and only minimal work has examined how consumers evaluate product newness. Consumers' adoption of an innovation is central to marketing and understanding the way that consumers react to new products will be the focus of this dissertation. Specifically, this work explores the changes in visual form that signal newness and the reactions engendered by the product. Three studies were undertaken to explore the construct and test several a prior hypotheses: a sorting task, an attribute elicitation, and a between-subjects experiment. The research revealed that consumers were capable of identifying product newness from visual form alone, however, they were not always certain of the reasons that they made these judgments. It was also clear that different levels of newness tended to elicit different responses, and generally, higher levels of newness received more positive evaluations by the consumers.
    URI
    https://doi.org/10.32469/10355/4654
    https://hdl.handle.net/10355/4654
    Degree
    Ph. D.
    Thesis Department
    Business administration (MU)
    Rights
    OpenAccess.
    This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
    Collections
    • Marketing electronic theses and dissertations (MU)
    • 2007 MU dissertations - Freely available online
    • Business Administration electronic theses and dissertations (MU)

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