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Advertisements facilitate certain emotions, subsequently influencing purchase intentions. Humor, as an influential way of information expression, is frequently used in ads to elicit emotions. Drawing upon literature on advertisement humor and new product purchase intention and the theory of planned behavior, the study proposes that humor stimulation in advertisements can affect consumers' new product purchase intentions, in which two process mechanisms, namely, emotional arousal and cognitive flexibility, play a mediating effect.

To test the assertions, the authors conduct three experimental studies. The authors' first study assesses the main effect between advertisement humor and purchase intentions. In the second study, the authors show the mediating effects of emotional pleasure, emotional arousal, and cognitive flexibility on the relationship between advertisement humor and purchase intentions. In the first two experiments, the authors study incremental new products. In the third study, the authors study the same mediating relationships for radically new products.

This study's results show consumers that watch humorous ads are more likely to choose new products than those who watch non-humorous ads (Study 1); compared with non-humorous ads, humorous ads can enhance emotional arousal, thus promoting cognitive flexibility and making consumers more inclined to choose new products (Study 2 and Study 3). That said, the authors find that these mediation effects are only partial.

This study's results have important implications for firms vying to enhance consumers' new product purchase intentions by deploying humorous ads.

The purpose of the study is applying and comparing models that predict optimal time for new product exit based on its demand pattern and survivability. This is to decide whether or not to continue investing in new product development (NPD).

The study investigates the optimal time for new product exit within the hi-tech sector by applying three models: the dynamic learning demand model (DLDM), the generalized Bass model (GBM) and the hazard model (HM). Further, for inter- and intra-model comparison, the authors conducted a simulation, considering Weiner and exponential price functions to enhance generalizability.

While higher price volatility signifies an unstable technology, greater investment into research and development (R&D) and marketing results in higher product adoption rates. Imitators have a more prominent role than innovators in determining the longevity of hi-tech products.

The study conducts a comparison of three different models considering time-varying parameters. There are four scenarios, considering variations in advertising intensity and content, word-of-mouth (WOM) effect, price volatility effect and sunk cost effect.

With the development of social media, live-streaming has become an indispensable marketing activity for firms, especially in China. From the initial cooperation with the influencer, firms begin to create their own live-streaming channel, namely, the brands' self-built live-streaming. The purpose of this study is to explore the process of consumer engagement in the brands' self-built live-streaming.

This research comprises two experimental studies. Study 1 examined the effect of streamer types (CEO vs. celebrity) on consumer engagement. Study 2 investigated the moderating effects of product innovativeness.

Results showed that CEO streamers could enhance consumer engagement by increasing consumers' cognitive trust, and celebrity streamers could enhance consumer engagement by increasing consumers' emotional trust. In addition, consumer engagement was higher for really new products (vs. incremental new products) in CEO streamers' (vs. celebrity streamers') live-streaming.

Compared with previous studies that focused on streamers based on the influencer marketing, this study expands the scope of research on the live-streaming ecosystem by exploring the effect of different streamer types on the brands' self-built live-streaming. By investigating consumer engagement, this study gives implications for the sustainable traffic issue in live-streaming e-commerce.

Many companies must choose a marketing strategy to promote new products. This includes publishing digital video advertising with interactive features on the Internet. Guided by the attribute-framing theory, this study investigates the impact of the number of positive attribute framings (NPAF) in advertising messages on consumer responses. This study aims to check whether new products are incrementally new products (INPs) or really new products (RNPs).

Content analysis was conducted to identify the forms and components of attribute framing used in advertisements and consumer responses (i.e. review valence). Furthermore, this study followed an expert scoring procedure to identify product newness (INP vs. RNP). Hierarchical polynomial regression analysis was used to investigate the relationship between the NPAF, customer response and product newness.

This study has three main findings: (1) regardless of whether the new product is INP or RNP, there is an inverted U-shaped relationship between NPAF and consumer responses; (2) the inflection point of NPAF (INP) is greater than the inflection point of NPAF (RNP) and (3) the maximum value of consumer response for INP is greater than that for RNP.

This study sheds light on the effectiveness of attribute framing in new product advertising. Compared to previous research on attribute framing of advertising, this study is based on a realistic scenario in which multiple attributes are framed within a given advertisement copy. Furthermore, secondary data were used to test the impact of NPAF on consumer responses and further explore the effects of product newness.

As innovations introduce novel benefits to customers, they would need to be positioned in a way that sets them apart in the market. The purpose of this paper is to propose a novel approach for the positioning of innovations with the use of the customer imagination and, specifically, mental movies.

Using the schema approach as this study’s theoretical framework, the author proposes that innovations could be positioned using moving pictures (i.e. mental movies) instead of mental pictures (the approach traditionally taken).

A new conceptual framework for the positioning of innovations using mental movies is presented. In the framework, this study outlines how innovations can be positioned with the use of mental movies, and why such an approach would be beneficial. The framework outlines mixed reality, i.e. augmented reality, augmented virtuality and virtuality, as well as the metaverse and gaming as avenues for positioning innovations using mental movies. On the benefit side, the framework identifies successful market introductions, engagement and stickiness, memorability and positive emotions, uniqueness and differentiation and market share as the concrete benefits that can be achieved with this type of positioning.

The framework provides a novel approach for the positioning of innovations. It departs from existing literature by proposing that innovations can be positioned using mental movies. The framework also identifies why this approach would be beneficial for marketers and managers and provides concrete guidelines for how such a positioning can be achieved in the market.

This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.

One 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.

This article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.

Compared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.

Fashion products such as clothes, accessories, bags and footwear created using 3D printed technology are referred to as 3D printed fashion (3DPF) products. This study investigates consumers' motivation to purchase 3DPF products. In particular, this study adopts a multi-dimensional approach to explore the effects of personality-related traits such as innate, domain-specific and actualized innovativeness, as well as examine the effects of perceptions toward 3D printing technology (3DPT) (i.e. perceived security risk, performance expectancy). Based on the concepts of consumer innovativeness and the Unified Theory of Acceptance and Use of Technology (UTAUT), the authors expect the effects of consumers' innovativeness and perception of 3DPT and confirm its significant effects on a positive attitude toward 3DPF products and future purchase intention of 3DPF products.

A quantitative research design (i.e. survey) is utilized to examine the suggested relationships and application of existing theory in this study. All measurement items are adapted from previous literature and use a Likert-scale. The authors examined a total of 326 responses using a series of statistical analyses, including descriptive statistics, structural equation modeling and conditional process modeling.

The results of this study confirmed that innate and domain-specific innovativeness are critical antecedents of creating a positive attitude toward using 3DPF products through perceptions toward 3DPT. In addition, 3DPF innovativeness, as actualized innovativeness, was validated to strengthen the relationship between personal innovativeness and attitude, providing evidence that innovation-related traits can predict behaviors. Interestingly, technological innovativeness was not found to be a predictor of perceived security risk. It may be due that 3DPF products are still novel to consumers.

The study participants were people who were interested in technology, not consumers who had prior experience with using 3DPF products. Future studies are encouraged to include consumers who have actually purchased or used 3DPF products.

The findings of this study indicate that consumers' use of new technology is determined by personality and interest in specific product categories. Practitioners may use this information to segment/target consumer groups to introduce a new/unfamiliar product.

The findings of this study contribute to the existing literature on consumer adoption of innovation by combining two approaches, the hierarchy of consumer innovativeness and the UTAUT, in the context of advanced technology adoption behavior.

This study aims to explore a new restaurant category’s development from birth to maturity, thereby explaining the rationale for category innovation strategies.

The authors conducted a qualitative case study analysis of the New Chinese-style Fusion Restaurant category’s development from birth to maturity. Thematic analysis was conducted on data collected from semi-structured interviews and textual information.

A new restaurant category’s maturation is determined by the formation of society’s shared knowledge about the category’s crucial attributes, which is an outcome of market participants’ category-related social practices. The authors develop a novel, four-stage framework for the socialized construction of this shared knowledge: a knowledge creation (KC), knowledge diffusion (KD), knowledge integration (KI) and knowledge structuralization (KS). This knowledge evolution along this KC–KD–KI–KS sequence can holistically describe the category maturation process. This framework can help understand the rationale for a restaurant category’s maturation by analyzing the interrelationships among market participants’ social practices, knowledge-related activities and market development.

This study explains how market participants’ knowledge-related activities facilitate a new restaurant category’s maturation. This can help restaurant managers cope with increasingly homogeneous competition by applying a category-innovation strategy.

This study extends product categorization research on restaurants by articulating a product category’s maturation process from a knowledge perspective.

The problem statement is how to identify and analyze the corporate risks involved in the relationships with external agents involved in the open product innovation process (OPIP)? Seeking to extend this investigation, the purpose of this paper is to analyze the enterprise risks identified in corporate relations with external agents of the OPIP. This study proposes the systematization of the process of identification and analysis of the enterprise risks involved in the process of open product innovation.

The case explored in this study is the OPIP of Volkswagen do Brasil (VWB), one of the most important subsidiaries of the Volkswagen Group. Criteria were selected to both assessing corporate relations with external agents of the open innovation of VWB and analyzing the enterprise risks identified in these relations. Data collection included interviews with management-level professionals engaged in the OPIP activities and technical visits to a VWB’s industrial plant.

Results demonstrate that the enterprise risks mostly affecting the OPIP have a critical impact on the manufacturing process and initial sales of the new product.

The originality of the study focuses on the proposal of a systematization of how to identify and analyze the corporate risks involved in the process of open product innovation. The study focuses on the theoretical frontier on the open innovation and enterprise risk management (ERM) in the open innovation process.

Virtual and augmented reality solutions in medicine are generally applied in communication, training, simulation and therapy. However, like most new digital developments, these technologies face a large number of institutional barriers that are inherent to the medical sector.

Following Richard Scott's view on institutions and organizations, a multiple case study is used to analyze regulatory, normative and cultural-cognitive institutional pillars in the medical industry.

The results of the study demonstrate that (1) the regulatory pillar inhibits the advancement of new technologies in the approach to treatment, regulation of patient data, educational processes for medical staff, and information and financial flows; (2) the number of barriers increases based on the solution's level of disruption and the number of variable conventional procedures; (3) trust between participants in the medical industry plays an important role in introducing new technologies; (4) new participants need to address certain pillars depending on the area of application.

The authors discuss top-down and bottom-up approaches for overcoming institutional barriers when implementing augmented and virtual reality solutions for companies focusing on the medical market.