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Keywords: Incrementally new product
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Journal Articles
When is the atypical design not penalized? Moderating role of product innovativeness and technological sophistication in consumer’s evaluation of new products
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Journal:
American Journal of Business
American Journal of Business (2019) 34 (3-4): 169–188.
Published: 24 October 2019
... theoretical underpinnings from categorization theory, this paper investigates two major research questions. First, what type of form is more advantageous for a radically new product or an incrementally new product? Second, is there an individual difference in consumer evaluations to innovative products...
