Consumers' response to really new products: A cohesive synthesis of current research and future research directions

Feurer, Sven; Hoeffler, Steve; Zhao, Min; Herzenstein, Michal (2021). Consumers' response to really new products: A cohesive synthesis of current research and future research directions International Journal of Innovation Management, 25(08) World Scientific Publishing 10.1142/S1363919621500924

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The past decades have witnessed an abundance of research on how consumers learn about, evaluate, and adopt really new products (RNPs)—products that are hard to define using existing product categories and require behavioural changes. Yet, every year, RNPs fail to garner consumer enthusiasm despite promising interesting new features and benefits. The goal of this research is to synthesise extant RNP knowledge with a focus on consumer behaviour and identify future research opportunities. To that end, we screened 587 papers published in marketing journals related to new products and focused on all those that specifically examine consumers’ reaction to new products (53 core papers). We build their findings into a cohesive framework illuminating how consumers learn about RNPs and evaluate their novel benefits considering the uncertainty surrounding these benefits. We also derive recommendations for managers to communicate the utility of a RNP more effectively. We conclude by identifying under-researched aspects and offering suggestions for future research.

Item Type:	Journal Article (Original Article)
Division/Institute:	Business School > Institute for Marketing & Global Management > Marketing Business School
Name:	Feurer, Sven; Hoeffler, Steve; Zhao, Min and Herzenstein, Michal
Subjects:	H Social Sciences > H Social Sciences (General)
Publisher:	World Scientific Publishing
Language:	English
Submitter:	Sven Feurer
Date Deposited:	03 Dec 2021 09:49
Last Modified:	09 Jan 2022 01:35
Publisher DOI:	10.1142/S1363919621500924
Uncontrolled Keywords:	Really new products, consumer reactions, research agenda
URI:	https://arbor.bfh.ch/id/eprint/15917