Get it? Got it! Good! Enhancing New Product Acceptance by Facilitating Resolution of Extreme Incongruity

42 Pages Posted: 17 Oct 2010

See all articles by Susan Jung Grant

Susan Jung Grant

University of Colorado at Boulder - Leeds School of Business

Margaret C. Campbell

University of Colorado at Boulder

Ji Hoon Jhang

affiliation not provided to SSRN

Date Written: October 7, 2010

Abstract

Highly innovative products may offer consumers greater benefits than incrementally new products, yet they have a higher failure rate. The present research addresses the challenge faced by new products that are extremely different from existing offerings by drawing on theorizing regarding the evaluation of schema incongruity. Specifically, the authors posit that consumers’ acceptance of extremely incongruent products will be increased by strategies that facilitate cognitive flexibility and thereby the likelihood that consumers will be able to make sense of incongruent new products. The authors examine the influence of three manipulations of cognitive flexibility – positive affect, a future (vs. past) launch description, and a cognitive flexibility prime – on evaluations of new products. Results from four experiments show that these factors enhance participants’ evaluations of extremely incongruent new products by facilitating ability to make sense of the new products. Results also indicate that understanding of the benefits provided by extremely new products, rather than affect arising from resolution, leads to higher evaluations of these products.

Keywords: New Products, Incongruity, Cognitive Flexibility, Innovation

JEL Classification: M30, M31, M37, M39

Suggested Citation

Jung Grant, Susan and Campbell, Margaret C. and Jhang, Ji Hoon, Get it? Got it! Good! Enhancing New Product Acceptance by Facilitating Resolution of Extreme Incongruity (October 7, 2010). Available at SSRN: https://ssrn.com/abstract=1693188 or http://dx.doi.org/10.2139/ssrn.1693188

Susan Jung Grant (Contact Author)

University of Colorado at Boulder - Leeds School of Business ( email )

Boulder, CO 80309-0419
United States

Margaret C. Campbell

University of Colorado at Boulder ( email )

Leeds School of Business
419 UCB
Boulder, CO 80309
United States

Ji Hoon Jhang

affiliation not provided to SSRN ( email )

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
156
Abstract Views
1,371
Rank
283,851
PlumX Metrics