Consumers' response to other consumers' participation in new product development
Abstract
In this paper, we investigate how consumers react to information that the brand has involved other consumers in the development of its new product. More specifically, we investigate how the participation of other consumers in either the ideation, where consumers come up with product ideas, or selection, where consumers select which out of many products the brand should produce and market, impacts on consumers' evaluations of the product and...
Paper Details
Title
Consumers' response to other consumers' participation in new product development
Published Date
Jan 28, 2015
Volume
24
Issue
3
Pages
217 - 229
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