As Time Goes By: Do Cold Feet Follow Warm Intentions for Really-New vs. Incrementally-New Products?

Journal of Marketing Research, 45 (3), pp. 307-319, 2008, DOI: 10.1509/jmkr.45.3.307

Posted: 21 Dec 2007 Last revised: 28 Jun 2018

See all articles by David L. Alexander

David L. Alexander

University of St. Thomas

John G. Lynch

University of Colorado-Boulder, Leeds School of Business - Center for Research on Consumer Financial Decision Making

Qing Wang

Warwick Business School, University of Warwick

Date Written: June 2008

Abstract

Combining prior theory about really-new products with temporal construal theory, the authors show in four field studies that consumers follow-through less often on positive purchase intentions to buy really-new products relative to intentions to buy incrementally-new products, with the decrement growing with time. Compared to consumers of incrementally-new products, consumers of really-new products are less likely to think concretely about the circumstances of buying and using the products and are more poorly calibrated in their expectations of initial product use. The authors discuss implications for marketing of really-new products and market research on really-new products.

Keywords: really-new products, purchase intentions, new product expectations, psychological distance, construal level theory

JEL Classification: M31

Suggested Citation

Alexander, David L. and Lynch, John G. and Wang, Qing, As Time Goes By: Do Cold Feet Follow Warm Intentions for Really-New vs. Incrementally-New Products? (June 2008). Journal of Marketing Research, 45 (3), pp. 307-319, 2008, DOI: 10.1509/jmkr.45.3.307. Available at SSRN: https://ssrn.com/abstract=1076793

David L. Alexander (Contact Author)

University of St. Thomas ( email )

1000 LaSalle Ave
Mail: TMH443
Minneapolis, MN 55403
United States
651-962-4639 (Phone)
651-962-4710 (Fax)

John G. Lynch

University of Colorado-Boulder, Leeds School of Business - Center for Research on Consumer Financial Decision Making ( email )

Leeds School of Business
Boulder, CO 80309-0419
United States
919-971-5201 (Phone)

HOME PAGE: http://https://www.colorado.edu/business/john-g-lynch-jr

Qing Wang

Warwick Business School, University of Warwick ( email )

Coventry, CV4 7AL
United Kingdom
44 2476 522819 (Phone)

HOME PAGE: http://www.wbs.ac.uk

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