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Article
Publication date: 13 October 2021

Billy Sung, Nicole Hartley, Eric Vanman and Reyhane Hooshmand

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 34 no. 7
Type: Research Article
ISSN: 1355-5855

Keywords

Open Access
Article
Publication date: 28 April 2020

Devika Vashisht, HFO Surindar Mohan and Abhishek Chauhan

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…

1873

Abstract

Purpose

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.

Design/methodology/approach

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

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.

Practical implications

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.

Originality/value

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.

Propósito

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.

Metodología

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.

Hallazgos

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.

Implicaciones prácticas

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.

Originalidad/valor

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.

Article
Publication date: 8 January 2018

Yikuan Lee, Foo Nin Ho and Ming-Chuan Wu

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…

1049

Abstract

Purpose

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).

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Practical implications

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).

Originality/value

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.

Details

Journal of Consumer Marketing, vol. 35 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Book part
Publication date: 18 August 2022

Oksana Zaporozhets and Olga Brednikova

This chapter focuses on the newness of neighbour relations and new scenarios of neighbouring that have emerged in the recently built residential districts of large Russian…

Abstract

This chapter focuses on the newness of neighbour relations and new scenarios of neighbouring that have emerged in the recently built residential districts of large Russian cities – Moscow and St Petersburg. In the last decades, the scenarios of neighbouring in Russia have undergone significant changes due to the collapse of the Soviet system and the formation of a new sociality. In this situation, new urban districts have become a testing ground where new scenarios of neighbouring have been developed in everyday communication. The study finds that the emerging scenario of neighbouring differs from lifelong Soviet neighbouring with its close personal contacts, as well as from the isolationism of the 1990–2000s, and is based on the management and flexible reconfiguration of neighbour relations. This chapter argues that the newness of urban settings is a special state that influences neighbour relations and leads to enthusiasm for, and intensification of, interaction between neighbours; the invention of new forms of neighbour relations; and the actualisation of neighbour solidarity in a space that is still deficient in other ways. While newness is a state that allows creative forms of sociality to flourish, it is also a limiting state in the way it imposes absence and deficiencies upon residents that requires them to create new, compensatory structures and solidarities.

Details

Neighbours Around the World: An International Look at the People Next Door
Type: Book
ISBN: 978-1-80043-370-0

Keywords

Open Access
Article
Publication date: 6 November 2017

Astrid Heidemann Lassen and Bjørge Timenes Laugen

The purpose of this paper is to test the effect of internal and external collaboration on the degree of newness (incremental/radical) in innovation projects. This adds to…

10816

Abstract

Purpose

The purpose of this paper is to test the effect of internal and external collaboration on the degree of newness (incremental/radical) in innovation projects. This adds to the understanding of the particular patterns of open innovation (OI) and what characterizes the innovation emerging through this approach.

Design/methodology/approach

Tests are performed on the effect of internal and external collaboration on the degree of newness (incremental/radical) in innovation projects. This adds to the understanding of the particular patterns of OI and what characterizes the innovation emerging through this approach. The empirical analysis is based on a data set including responses from 512 Danish engineers.

Findings

The results show that external collaboration has significantly different effects on the degree of newness depending on the type of external partners involved, and they also show that radical innovation output is positively related to involving the R&D department (internal) and universities (external involvement) and negatively related to involving suppliers.

Originality/value

The results provide a more detailed understanding of how different OI patterns affect the development of incremental vs radical innovation in existing organizations. In particular, three findings add new insights into how OI affects innovation to reach the highest degree of newness: high importance of collaboration with external partners with distinct interests and skills; low reliance on existing customers and suppliers for the development of radical innovation; and narrow and focused internal involvement rather than broad internal involvement.

Details

Business Process Management Journal, vol. 23 no. 6
Type: Research Article
ISSN: 1463-7154

Keywords

Article
Publication date: 21 September 2012

Gianpaolo Abatecola, Roberto Cafferata and Sara Poggesi

This conceptual paper aims at providing the readers of the Journal of Management History with an evaluation of the overall impact of Arthur Stinchcombe's liability of…

3543

Abstract

Purpose

This conceptual paper aims at providing the readers of the Journal of Management History with an evaluation of the overall impact of Arthur Stinchcombe's liability of newness construct on the management literature about organizational evolution over time.

Design/methodology/approach

The paper adopts an historical approach for discussing the development of those theoretical and empirical trajectories which, drawing on Stinchcombe's seminal underpinnings, have been developed by scholars over the second half of the twentieth century. The most recent enhancements on this topic are also discussed.

Findings

The analysis demonstrates that the impact of the liability of newness on the related literature is great and twofold. On the one hand, it emerges that this concept has directly inspired a number of subsequently formulated constructs, such as the liabilities of smallness, adolescence and aging. On the other hand, it is evidenced that Stinchcombe's seminal insights still constitute one of the most fascinating bases for directing and positioning scholarly efforts within the organizational evolution research domain to date.

Originality/value

The value of this paper is that it adopts a unique way for examining the development of a number of theoretical frameworks and empirical inquiries variously associated with the liability of newness over time. Three time decades are historically identified and the links among them are deepened.

Details

Journal of Management History, vol. 18 no. 4
Type: Research Article
ISSN: 1751-1348

Keywords

Article
Publication date: 1 October 1999

Jim Blythe

This study concerns consumer responses to new product offerings in the category of high‐tech audio equipment. For the purposes of the study, consumers were categorised as…

4121

Abstract

This study concerns consumer responses to new product offerings in the category of high‐tech audio equipment. For the purposes of the study, consumers were categorised as high‐innovators or non‐innovators. The general objective of the research was to determine how differing groups of consumers view innovativeness, and how innovativeness is assessed, with particular reference to high‐tech product offerings. The research was carried out in two stages; a series of focus groups was run to determine the dimensions of the problem, and a questionnaire derived from this. The questionnaire was then administered to visitors at a consumer‐oriented trade show. Statistical analysis of the questionnaire revealed that there are significant differences between groups of consumers regarding the relative importance of various factors in the process of assessing innovativeness.

Details

Journal of Product & Brand Management, vol. 8 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 March 2001

Jon‐Arild Johannessen, Bjørn Olsen and G.T. Lumpkin

Innovation implies newness. To define and measure innovation better, we investigated three dimensions of newness: what is new, how new, and new to whom? Drawing on prior…

19850

Abstract

Innovation implies newness. To define and measure innovation better, we investigated three dimensions of newness: what is new, how new, and new to whom? Drawing on prior research by Schumpeter and Kirzner, we developed a scale that addresses six areas of innovative activity: new products, new services, new methods of production, opening new markets, new sources of supply, and new ways of organizing. Using factor analysis on data from two separate field studies – 684 firms from eight industries and 200 information technology firms – we found that innovation as newness represents a unidimensional construct, distinguished only by the degree of radicalness.

Details

European Journal of Innovation Management, vol. 4 no. 1
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 22 November 2019

Blandine Hetet, Claire-Lise Ackermann and Jean-Pierre Mathieu

This paper aims to examine whether perceived brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this…

1208

Abstract

Purpose

This paper aims to examine whether perceived brand innovativeness has a positive effect on new product evaluations, which individual variables mediate and moderate this effect and whether perceived brand innovativeness is reinforced by new product launch.

Design/methodology/approach

A total of 387 adults residing in France took part in a two-stage study. The two-stage research design aimed to investigate the effect of the introduction of a new product on brand perceptions. The innovation context used to test the hypotheses was the launch of a new electricity meter in the French market.

Findings

Brand innovativeness affects the way consumers evaluate new products launched by the brand. This effect is mediated by perceived newness and moderated by functional, hedonic and social consumer innovativeness. In addition, attitudes toward the brand improve as a result of the new product launch.

Research limitations/implications

Future research should test these hypotheses with other product categories and populations to provide external validity for the results and further investigate lack of support for some of the hypotheses.

Practical implications

The study’s findings highlight that the ability to develop and launch innovative products is not only know-how that is critical to innovation management but also a brand attribute stored in consumers’ minds that facilitates acceptance of the brand’s future new products.

Originality/value

This research addresses the underexplored question of how brand innovativeness and new product launch are interrelated. Extensive research has indeed shown the importance of customer-based brand equity and brand knowledge in evaluation and acceptance of new products. However, research on customer-based brand equity so far has paid limited attention to brand innovativeness. This research provides new findings on the relationship between brand innovativeness and new product evaluations.

Details

Journal of Product & Brand Management, vol. 29 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 24 October 2017

Civilai Leckie, Munyaradzi W. Nyadzayo and Lester W. Johnson

The purpose of this study is to investigate the role of perceived value and innovativeness (service concept newness and relative advantage) in promoting customer brand…

4389

Abstract

Purpose

The purpose of this study is to investigate the role of perceived value and innovativeness (service concept newness and relative advantage) in promoting customer brand engagement behaviors (CBEBs) and brand loyalty.

Design/methodology/approach

The conceptual model was empirically tested using nationwide survey data from 430 customers of Uber in Australia. The data were analyzed using structural equation modeling.

Findings

The results of this study show that collecting brand information is positively influenced by perceived value, service concept newness and relative advantage. Participating in brand marketing activities is positively influenced by service concept newness and relative advantage. Interacting with others is positively influenced by perceived value and service concept newness. Subsequently, brand loyalty is positively influenced by participating in brand marketing activities and interacting with others. The direct impacts of perceived value and relative advantage on brand loyalty are also established.

Research limitations/implications

This study only collected data from Uber customers. Another limitation of this study is the use of cross-sectional data.

Practical implications

To promote brand loyalty, service innovation needs to have both the right characteristics (i.e. perceived value, service concept newness and relative advantage) and practices that foster customer brand engagement behaviors.

Originality/value

Although service-dominant logic (SDL) is a theoretical lens used by research in the areas of service innovation and customer engagement, empirical studies that integrate the two areas remain limited. The findings of this study suggest a new mechanism in which service innovation can increase loyalty through increased CBEBs.

Details

Journal of Services Marketing, vol. 32 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

1 – 10 of over 4000