Im Rahmen des BiGSEM Research Seminar (Management) hält Prof. Dr. Jan Millemann (Eindhoven University of Technology) am 8. Juli von 16-17 Uhr einen Vortrag zum Thema "Exploring the neuronal, cognitive, and behavioral mechanism of perceiving behaviorally innovative products".
Abstract: Why do consumers adopt some product innovations while neglecting others? While past research has found lower levels of innovativeness indicative for commercial success, we argue that not the product innovativeness level per se disfavors adoption, but its subdimension behavioral innovativeness. In an exploratory functional magnetic resonance experiment, we find that behavioral and technical innovativeness activates different neuronal activation patterns corresponding to different cognitive processes. Most interestingly, we found that behavioral, but not functional innovativeness, activates greater neuronal activity in the anterior insula activity, an area that is linked to the anticipation of pain when imagining future behavior. In three follow up experiments and one archival study using data from twitter, we replicate our results and further explore the role of consumer innovativeness before testing marketing measures to attenuate the negative effect the perception of behavioral innovativeness has on adoption. Our findings offer marketing researchers and new product managers a novel perspective on how consumers perceive product innovations.
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