Delaying the inevitable? The effects of "time to think" on responses to innovative concepts.

Morris, Leigh and Abrams, Dominic and Randsley de Moura, Georgina and Durlach, Paula (2003) Delaying the inevitable? The effects of "time to think" on responses to innovative concepts. European Journal of Marketing, 37 (10). pp. 1440-1456. ISSN 0309-0566. (Access to this publication is restricted)

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http://dx.doi.org/10.1108/03090560310487185

Abstract

Abstract: This article explores how different market research methodologies impact on consumers' responses to innovative concepts. Although there is a fierce competition among companies to be first to the market with innovative products, a recent report has shown that the vast majority of such products fail in the marketplace within a year. To avoid such costly mistakes, companies invest in market research to test the potential market appeal of new product concepts. The most common form of concept test is the "picture-board" technique. This technique normally features a graphic representation of a potential new product, accompanied by a short textual description of it. Various alternative concept-testing techniques have been developed to address this issue, including the "living with the concept" method. This method requires participants to keep materials describing the concept at home for a period of time. During this time they are asked to think about the concept and its uses in their life.

Item Type: Article
Uncontrolled keywords: assessment, Innovation, New products, Tests and testing
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Faculties > Social Sciences > School of Psychology
Depositing User: Georgina Randsley de Moura
Date Deposited: 29 Aug 2008 11:22
Last Modified: 11 Apr 2014 08:24
Resource URI: http://kar.kent.ac.uk/id/eprint/4396 (The current URI for this page, for reference purposes)
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