Information in launch messages : stimulating the adoption of new high-tech consumer products

K.S.S. Talke, Dirk Snelders

    Research output: Contribution to journalArticleAcademicpeer-review

    24 Citations (Scopus)

    Abstract

    This research investigates how the adoption of new high-tech consumer products can be stimulated by communicating product-related information in launch messages. In an initial pilot study, the authors find that for making an adoption decision, consumers require different types of product-related information, i.e., technical information, financial information, and personal/social information. In three experiments, the authors then examine how adoption intention and behavior is affected by communicating these information types. The first experiment shows that communicating personal/social information results in the highest adoption intention. This effect is moderated by the way in which the information is represented in the message. Adoption intention is highest when personal/social information is communicated in an abstract manner, while financial and technical information are most effective when communicated in a concrete manner. The second experiment shows that the effects hold for actual adoption behavior. In addition, visual imagination is found to mediate these effects. In the last experiment, visual imagination is directly manipulated by thematic priming and has a direct effect on adoption behavior. The results emphasize that activating the imagination in a product-relevant situation stimulates adoption behavior.
    Original languageEnglish
    Pages (from-to)732-749
    Number of pages18
    JournalJournal of Product Innovation Management
    Volume30
    Issue number4
    DOIs
    Publication statusPublished - 2013

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