The 'Right' Consumers for Better Concepts: Identifying and Using Consumers High in Emergent Nature to Further Develop New Product Concepts

Journal of Marketing Research, Forthcoming

Tuck School of Business Working Paper No. 2010-81

53 Pages Posted: 7 May 2010 Last revised: 2 Jun 2010

Donna L. Hoffman

George Washington University School of Business

Praveen K. Kopalle

Tuck School of Business at Dartmouth

Thomas P Novak

George Washington University School of Business

Date Written: June 9, 2009

Abstract

While much research has emphasized improving current new product concept techniques, little work has focused on trait-based approaches that specify which consumers are the "right" ones to use in the new product development process, particularly in the consumer goods industry. We propose that the right consumers to use for new product concept development possess what we call an "emergent nature," defined as the unique capability to imagine or envision how concepts might be developed so that they will be successful in the mainstream marketplace. We draw on research on personality theory and information processing styles to support our conceptualization and develop and validate a highly reliable scale to measure emergent nature (study 1). In subsequent multi-part studies we show in both group (studies 2a-2c) and individual settings (studies 3a and 3b) across the two distinct product categories of home delivery and oral care that consumers high in emergent nature are able to develop product concepts that mainstream consumers will find significantly more appealing and useful compared to concepts developed by typical, lead user or even innovative consumers.

Keywords: Concept Development, New Products, Information Processing, Personality Traits, Lead Users, Dispositional Innovativeness

JEL Classification: M31,C91

Suggested Citation

Hoffman, Donna L. and Kopalle, Praveen K. and Novak, Thomas P, The 'Right' Consumers for Better Concepts: Identifying and Using Consumers High in Emergent Nature to Further Develop New Product Concepts (June 9, 2009). Journal of Marketing Research, Forthcoming; Tuck School of Business Working Paper No. 2010-81. Available at SSRN: https://ssrn.com/abstract=1602043

Donna L. Hoffman (Contact Author)

George Washington University School of Business ( email )

2201
G St NW
Washington, DC 20052
United States
9515431260 (Phone)

HOME PAGE: http://postsocial.gwu.edu

Praveen K. Kopalle

Tuck School of Business at Dartmouth ( email )

100 Tuck Hall
Hanover, NH 03755
United States
603-646-3612 (Phone)
603-646-1308 (Fax)

Thomas P Novak

George Washington University School of Business ( email )

2121 I Street NW
Washington, DC 20052
United States
9515431592 (Phone)

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