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The paper aims to examine whether (1) deviation of design (i.e. objective design newness) is distinct to consumers' perception of design newness (i.e. subjective design newness) and (2) subjective design newness rather than objective design newness evokes the emotion of interest and enhances product evaluation.

In total five sets of quasi-experiments were conducted on the natural manipulations of design newness. Specifically, the first four studies examine consumers' perception of design newness, feeling-of-interest and product evaluation toward old and new Apple's iOS (i.e., iPhone OS) icons when a new Apple's iOS is released. The fifth study generalized the findings to the new design of XiaoMi MiPhone.

Across five quasi-experimental studies, the authors found that (1) consumers do not necessarily perceive an objectively new design to be subjectively new; (2) subjective design newness, but not objective design newness, evokes interest and (3) interest, in turn, enhances product evaluation and behavioral intention toward an innovation.

The current finding extended the current literature on design newness by demonstrating that subjective (vs objective) design newness provides a more holistic account of consumers' interest and positive product evaluation toward the innovations.

The research showed that simply updating or altering the design of a product does not evoke consumers' perception of design newness and positive product evaluation. Instead, designer and managers must explore ways to evoke consumers' perception of novelty, complexity, unfamiliarity, atypicality and difference. Furthermore, the current finding demonstrated that subjective design newness can be used to evoke consumer interest and, therefore, result in positive purchase evaluation.

The current research is the first to examine (1) the difference between objective and subjective design newness, (2) the emotional response toward design newness and (3) the emotion of interest as a mediator that explain the strong relationship between design newness and positive product evaluation.

Capturing consumers’ notice by differentiating a product from competing brands in attaching an affixed label featuring product claims, as an alternative front-of-package (FOP) cue, has been widely used in fast-moving consumer goods retailing. This paper aims to apply perceived product newness as the basis for examining how affixed labeling, manipulated in terms of design features and message claims, can impact consumer evaluation.

Four between-subjects experiments examined the persuasive impact of the use of affixed labels. In particular, how product evaluation, in response to affixed labeling, varied as a function of its shape (Study 1a), location (Study 1b), the combination of shape and location cues (Study 1c) and the strength of message claims conveyed by such labels (Study 2). Perceived product newness is assessed as a mediator for all studies.

The results show the power of affixed labels in persuasion. Specifically, consumers tend to perceive the item as newer, achieving persuasion, when the affixed label has a distinctive shape or location. Yet, incorporating several unusual design components fails to trigger an elevated result if a singular visual stimulus serves as a cue for an item’s newness. Further, the strength of claims highlighted in an affixed label correlates to positive impact on evaluations.

This study offers an empirically based examination of consumers’ responses to affixed labeling and identifies perceived product newness as a mediator of the observed effect.

A salient, affixed label enables a credible cue for product newness, therefore, driving evaluation.

This paper contributes to understanding the influence on the persuasion of FOP labeling, with salience to retail promotional and sales messaging tactics.

This paper examines supplier involvement in design based on survey data from 145 Japanese, 189 US and 87 UK automotive component suppliers. First, cross‐national differences in the degree of supplier involvement are examined. Second, regression analysis is used to identify factors which predict high or low levels of supplier involvement in design. Third, the effects of supplier involvement in product development on the degree to which products are designed for manufacturability are assessed. The data show that, contrary to much of the literature that suggests the highest levels of supplier involvement in design are in Japan, suppliers in the USA and UK are more likely to report greater influence on product design decisions, earlier involvement and more frequent communications with customers about design. Moreover, manufacturing planning and design begin later, as a proportion of the development cycle, in Japan than in the USA and the UK. Regression analysis shows that involving suppliers early and giving them influence over design is associated with greater contributions of suppliers to cost reduction, quality improvement and design for manufacturability. Suppliers are given the greatest influence and communication is most intensive for the design of complex subsystems and new designs, and this does not vary by country.

This study aims to explore the enablers and barriers to design-driven innovation, defined as the innovation of product meanings, in the product-development process. Previous research provides some insights into what enables and hinders design-driven innovation; however a detailed understanding of these factors is missing.

A long-term case study was conducted at a furniture company between 2009 and 2016. Interviews were conducted with respondents within the company, as well as with partners such as retailers and designers.

This paper presents an overview of the identified enablers and barriers. The results demonstrate that enablers and barriers occur in all phases of the product-development process. Second, the connections between enablers and barriers are presented. These are found both within and across different phases, and extend beyond the company’s influence.

This study demonstrates how the innovation of product meanings is influenced throughout all phases of the product-development process. Therefore, there is a need to go beyond the mere identification of enablers and barriers. More is gained from generating a thorough understanding of the causes and connections of these factors, including the changes over time.

This study demonstrates the need for companies to be able to map what enables and hinders design-driven innovation in their product-development process, where a distinction needs to be made between internal and external factors, to enhance value creation.

This study presents a rare long-term case study on design-driven innovation. This study provides new knowledge on the enablers and barriers a company faces while adapting its product-development process to accommodate design-driven innovation.

Because consumers nowadays face a wide diversity of wine labels – from very traditional to a range of modern styles that include color and various images – the purpose of this paper is to better understand the effects of the presence of fun elements on wine labels. Specifically, it aims to identify the underlying mechanisms that explain why fun elements on labels can lead to a decrease in consumers’ willingness to pay (WTP) and purchase intentions. The authors also test whether consumers’ risk propensity acts as a boundary condition for this effect.

This research uses an online experiment conducted among a sample of 271 US residents. Multivariate analyses – including analyses of mediation, moderation and moderated mediation – are performed to test the theoretical model of the effects of fun elements on WTP and purchase intentions through reassurance impressions and quality perceptions, and the moderating role of risk propensity.

This research demonstrates that when consumers face a wine label that incorporates a high degree of fun elements, they perceive the label as less reassuring, leading to a decrease in perceived quality, and ultimately exhibit lower WTP and purchase intentions. Importantly, this research also shows that the effects of such wine labels are moderated by the individual variable of risk propensity; consumers react more positively to funny wine labels when they have a higher level of risk propensity.

A limitation of this research lies in that it has been conducted online, while an experiment in a real purchase setting may have yielded results that are more likely to mimic response in the marketplace.

By showing that fun elements in a wine label can negatively affect consumers’ WTP and purchase intentions, this research suggests that wine marketers should be cautious when designing labels. Nevertheless, because consumers who are risk-loving exhibit less negative responses to funny wine labels, wine producers should consider segmenting their consumers on the basis of risk propensity and design front labels with fun elements only for customers who can be classified as risk-loving (vs risk averse).

While prior research recognizes the wide diversity of wine labels and the increasing use of fun elements in labels, no research to date has proposed and validated a model of their effects. This research fills this gap by empirically demonstrating that fun elements in labels have an overall effect of making consumers feel less reassured, leading to a decrease in perceived quality, and ultimately lower WTP and purchase intentions.

A product communicates to consumers through its form and function, which may generate an effective response. Little is known, however, about the impact of the interaction of form and functional newness on consumers’ adoption preference. Drawing on uniqueness theory, this research aims to propose that the relative importance of form and functional newness to adoption preference could vary depending on the degree of consumers’ need for uniqueness (CNFU).

To mimic real consumption behavior as much as possible in these studies, the authors first choose a product that the respondents are familiar with and use on a daily basis. Second, the authors conduct a series of conjoint analysis in which respondents are presented with a set of options simultaneously and are asked to make a choice of adoption among those options. The authors conduct three conjoint studies using students and adult consumers.

Evidence from three conjoint studies using both student and adult consumer samples confirms the moderating role of CNFU. The results indicate that form and functional newness positively impact adoption preference, the positive effect of form newness is weakened in a compare-and-choose decision when functional newness is in place and this weakened interaction effect is mitigated with increasing CNFU.

This research makes several contributions to the extant literature. First, the authors investigate the moderating role of CNFU in the interplay between form and functional newness. By identifying a distinctive pattern between high- vs low-CNFU consumers, the authors propose a new aspect to explain the inconclusive results of the interaction effects in previous studies. Extending this line of research, the authors show that there is a dynamic component to the positive influence of form and functional newness on adoption preference. Consumers’ preference for form newness, relative to functional newness, is likely to be lessened with the decrease in their need for uniqueness. Second, this research goes beyond the survey or sales data approaches of prior studies to examine the interaction of form and function in a context that reflects actual decision processes. Assuming that consumers have access to a set of options before making an adoption decision, the authors are able to determine their priorities and preferences for new products. Using conjoint analysis, the authors observe consumers make a trade-off between form and functional newness. This approach allows us to investigate the relative importance of form and functional newness in affecting consumers’ adoption decision. Finally, the consistency of the results of these three studies enhances the robustness of this research.

While consumers appreciate improved and newer functionality in general, this may not be the case for a novel form. For consumers who desire to belong or to fit into social norms, adopting a product with an extreme atypical form could be risky and provoke a negative social response. For those with such conservative attitudes, learning costs are likely to overshadow the excitement of owning a radical product. Thus, a product with high functional newness and standard form would be the right choice for this group of consumers. On the other hand, consumers with high CNFU are more likely to overcome concerns regarding the risks and learning costs of a novel form due to their desire to use the unconventional product display to differentiate themselves and establish their uniqueness. Therefore, a product with high functional newness and novel form may be more favorable for them. With this insight, marketers can better define their market segment and position their product strengths. For example, in the competitive smart phone industry, some brands may try to focus on high form newness to capture high-CNFU consumers (e.g. LG Flex curved cell phone).

First, the authors propose the moderating role of CNFU to explain the gap in the literature. This new view provides product managers and marketers with a better understanding of how consumers in different consumer segments (e.g. high vs low degree of CNFU) behave distinctively in their response to form and functional newness. Second, most of the literature on consumer response to product form has focused on consumer opinion, attitude, perception or product evaluation. This study focuses on measuring consumers’ adoption preference through a conjoint approach. This distinction is important because a positive attitude does not necessarily translate to adoption when consumers make their final choice decision. Third, prior studies test the effects of form and function using sales data or between subject experiments where respondents only view a single product. This approach is less representative of real adoption behavior when the reality is consumers often compare a set of options simultaneously and make an adoption decision among a pool of available options.

The purpose of this paper is to examine if “neo-retro”-product design, which is based on the reinterpretation of forms from the past, can paradoxically convey design newness and looks at how such products are perceived by innovators.

An experiment was conducted with two groups of respondents, with a total sample of 194 respondents. These were, respectively, submitted to two different product designs for highly technical headphones; one with a neo-retro-design and the other with a typical modern design. The approach enabled the testing and validation of different hypotheses regarding retro and innovation.

The results suggest that a neo-retro-product design conveys newness and does not mislead the consumer when it comes to evaluating a product's technological input. Furthermore, they support the idea that consumer innovativeness has a positive effect on the attitude towards neo-retro-product design.

Future research should explore the relationship between neo-retro-design and nostalgia proneness and perceived risk attached to innovative products.

The empirical findings of the paper highlights the creative process hidden behind the neo-retro-product design approach and have implications for design practitioners in the field of innovative products.

Despite the ever-growing importance of the retro-phenomenon, the relationship between neo-retro-product design, perceived innovation and consumer innovativeness has not previously been examined in the literature. The paper contributes to dispelling doubt as regards the compatibility of neo-retro-design and innovativeness.

This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories.

A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses.

Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude.

Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration.

From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.

Se analiza el efecto de la congruencia de la novedad del juego y su interactividad en el recuerdo y la actitud hacia la marca de los jugadores utilizando las teorías de contrast effect, mind-engagement y transfer effect.

Se desarrolló un diseño de 2 (novedad: congruente o incongruente) x 2 (interactividad de juego: alta o baja) de medidas entre sujetos. 224 estudiantes de administración participaron en el estudio. Para contrastar las hipótesis se utilizó un MANOVA de medidas entre sujetos de 2 x 2.

Los hallazgos muestran que cuando la novedad es incongruente es mayor el recuerdo de la marca, pero la actitud es menos favorable. Bajo la condición de novedad incongruente, la alta interactividad motiva mayor recuerdo de la marca. Sin embargo, en la condición de novedad congruente, tanto las condiciones de alta como las de baja interactividad resultan en el mismo nivel de recuerdo de marca. Si la novedad es congruente, la alta interactividad conduce a una actitud de marca más favorable, mientras que, en condiciones de novedad incongruente, tanto la alta como baja interactividad conducen a una actitud hacia la marca similar.

Lograr altos índices de recuerdo y actitudes positivas hacia la marca son los objetivos principales de los anunciantes al seleccionar un medio para anunciar sus marcas. Este estudio avanza en el conocimiento de la publicidad online, especialmente la publicidad en juegos como estrategia de medios para anunciar marcas teniendo en cuenta la novedad e interactividad de los juegos.

Desde las perspectivas de la atención, la elaboración cognitiva, el compromiso y la experiencia, este estudio contribuye a la literatura de la publicidad en juegos al examinar el impacto de la novedad y la interactividad de los juegos.

The study aims to provide insights into the changing nature and dynamics of business model innovation in India over the last decade.

This study uses a unique hand‐collected data set of 95 observations that mentioned business model innovation in India in the financial press between 2001 and 2008. The study analyses business model innovation trends across industries, firm types and newness of innovation.

First, with time the percentage share of business model innovations by new entrants has been increasing. Second, new entrants increasingly attempt efficiency improvements while targeting novel ways of meeting customer needs, whilst incumbents predominantly adopt efficiency‐based business models. Third, over the period of the authors' study, there was a clear shift in business model innovation away from IT‐related industries towards consumer goods, media and financial services. Fourth, new entrants introduced new‐to‐industry, whereas incumbents introduced new‐to‐firm innovations. Fifth, novelty‐centred business models of new entrants and incumbents were predominantly new‐to‐firm; but efficiency‐centred business models of new entrants and incumbents were new‐to‐firm and new‐to‐industry, respectively. Sixth, over time, novelty‐centred business model designs adopted by firms changed from being new‐to‐industry to new‐to‐firm type, whilst efficiency‐centred business model designs remained relatively unchanged.

Business model innovation is increasingly becoming a priority for firms globally in order to create competitive advantage, but little is known about the nature and dynamics of such type of innovation in India. The study analyses how business model innovation in India has evolved between 2001 and 2008. The study draws policy implications to stimulate and sustain business model innovation in India.

This study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.

This research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.

The research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.

This study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.