New Products and Services
The Cognitive And Behavioral Consequences Of Considering Low-Fit Brand Extensions
Launching new products is a risky and expensive endeavor. Accordingly, many firms attempt to mitigate this risk by introducing new offerings under existing brand names. A great deal of academic Read More »
CUSTOMER PERCEPTIONS OF SELF-SERVICE TECHNOLOGIES IN THE FAST MOVING CONSUMER GOODS INDUSTRY
This paper examines customer perceptions toward the potential of self-service technologies in the Fast Moving Consumer Goods (FMCG) industry. The technology acceptance model (TAM) was utilised to Read More »
Author: Mncedisi Sindane, Tinashe Chuchu, Amanda Dlamini
Contributor: eb™ Research Team
Make “Incongruent” To Be “Excellent”: Fluid Compensation In Extremely Incongruent New
Under fierce market competition, firms are accelerating the pace of product innovation, which may bring extremely incongruent new products. Generally, consumers are unfamiliar with extreme Read More »
Author: Xionghui Leng
Contributor: You Chen, Xinyu Song, Xiaoyu Zhou, Xi Li eb™ Research Team
Consumer Response To Innovations: The Differential Effects Of Focused And Defocused Attention On
Focused and defocused attention has been shown to foster novel product ideas (Ansburg and Hill 2003; Friedman, Fishbach, Förster and Werth, 2003; Nijstad, De Dreu, Rietzschel and Baas 2010) but how Read More »
Unexpected Benefit Framing: Impact Of Framing A Benefit As Unexpected On Product Desire
Companies commonly perform pre-launch product testing. During such product testing, brands could learn that the product can deliver originally unintended benefits. We explore how brands should frame Read More »
Author: Monica Wadhwa, JeeHye (Christine) Kim, Amitava Chattopadhyay, Wenbo Wang
Contributor: eb™ Research Team
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