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Keywords: Technological sophistication
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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
...Sangwon Lee Purpose The purpose of this paper is to examine the individual and joint effects of the two design dimensions, form design and functional design, and moderating role of product innovativeness and technological sophistication in consumer’s evaluation of new products. Employing...
