New Products and Services
Consumer Response To Innovations: The Differential Effects Of Focused And Defocused Attention On
Focused and defocused attention has been shown to foster novel product ideas (Ansburg and Hill 2003; Friedman, Fishbach, Förster and Werth, 2003; Nijstad, De Dreu, Rietzschel and Baas 2010) but how Read More »
Unexpected Benefit Framing: Impact Of Framing A Benefit As Unexpected On Product Desire
Companies commonly perform pre-launch product testing. During such product testing, brands could learn that the product can deliver originally unintended benefits. We explore how brands should frame Read More »
Author: Monica Wadhwa, JeeHye (Christine) Kim, Amitava Chattopadhyay, Wenbo Wang
Contributor: eb™ Research Team
How Do Luxury Brands Utilize NFTs To Enhance Their Brand Image?
Non-fungible tokens (NFTs) have witnessed unprecedented dynamism over the recent years with only few luxury brands experimenting with the technology albeit the very personal characteristics of NFT Read More »
Author: Giulia Ferrini, Sebastian Huber, Verena Batt
Contributor: eb™ Research Team
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The Effect Of Hedonic Consumption Behaviour On Gift-Purchasing Behaviour
Hedonic consumption differs from utilitarian consumption in that it brings the pleasure and pleasure that the shopping experience gives consumers to the foreground Jun. Along with understanding the Read More »
The Closer We Are To A Product Category, The Easier The Choice Is? Consumer Behavior Evidences From
The purpose of this study was to evaluate how familiarity to a product category in terms of habits, knowledge and interest is linked to their behavior toward choice. Two experiments respectively test Read More »
Author: Carole Jégou, Laure Saulais, Bernard Ruffieux
Contributor: eb™ Research Team
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