Innovation Sequences over Iterated Offerings: A Relative Innovation, Comfort, and Stimulation Framework of Consumer Responses

Détails

ID Serval
serval:BIB_16EA372A78E6
Type
Article: article d'un périodique ou d'un magazine.
Collection
Publications
Institution
Titre
Innovation Sequences over Iterated Offerings: A Relative Innovation, Comfort, and Stimulation Framework of Consumer Responses
Périodique
Journal of Marketing
Auteur(s)
Heath T. B., Chatterjee S., Basuroy S., Hennig-Thurau T., Kocher B.
ISSN
0022-2429 (Print)
1547-7185 (Electronic)
Statut éditorial
Publié
Date de publication
11/2015
Peer-reviewed
Oui
Volume
79
Numéro
6
Pages
71-93
Langue
anglais
Résumé
Innovations commonly involve changes to iterated market offerings (e.g., new games, car models, film sequels). To better understand consumer iteration responses, the authors develop and test a theoretical framework grounded in (1) prior innovations serving as reference states (comparators) for later innovations and (2) consumer desires for both comfort and stimulation. In Study 1's online game, prior innovations and loss aversion (greater loss than gain impact) moderate evaluations of current innovations, whereby an introduction-weaker-stronger innovation sequence (Periods 1-3 of four periods) generates more entertainment than an introduction-stronger-weaker sequence because the former's weak-opening-then-rise does less harm than the latter's strong-opening-then-drop. Study 2 replicates Study 1 and shows that an introduction-weaker-weaker sequence produces enough habituation and diminishing negative returns to outperform an introduction-stronger-weaker sequence at Period 4. Study 3 offers marketplace corroboration with a film industry test in which minor (fewer) innovations perform better (e.g., sales, return on investment) earlier in franchises, whereas major (many) innovations perform better later, thereby reconciling prior research's opposing prescriptions for the use of major versus minor sequel innovations. The framework and results implicate carefully sequenced innovations for managing consumer iteration responses, including the possibility of interspersing weaker/minor innovations among stronger/major innovations.
Mots-clé
product iterations, innovation, new products, brand management, movies
Web of science
Création de la notice
27/05/2016 15:09
Dernière modification de la notice
21/08/2019 6:15
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