CONSUMERS’ RESPONSE TO REALLY NEW PRODUCTS: A COHESIVE SYNTHESIS OF CURRENT RESEARCH AND FUTURE RESEARCH DIRECTIONS

• DOI: 10.1142/s1363919621500924
• Publication Date: 2021-11-27T02:14:01Z
• Authors: SVEN FEURER; STEVE HOEFFLER; MIN ZHAO; MICHAL HERZENSTEIN
• Keywords: Consumer research; Consumer behaviour

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 require behavioural changes. Yet, every year, RNPs fail garner consumer enthusiasm despite promising interesting features benefits. goal this is synthesise extant RNP knowledge with a focus behaviour identify future opportunities. To end, we screened 587 papers published in marketing journals related focused all those specifically examine consumers’ reaction (53 core papers). We build their findings into cohesive framework illuminating about evaluate novel benefits considering the uncertainty surrounding these also derive recommendations for managers communicate utility more effectively. conclude by identifying under-researched aspects offering suggestions research.