Understanding Innovation-Values Fit from the Consumer Perspective: A New Mixed-Model Approach

Abstract Innovations that are perceived to be the means to realizing important personal values have a greater likelihood of success than those that clash with or impede value fulfillment. The concept of innovationvalues fit (or value compatibility)explains broad patterns of consumer adoption across diverse product categories. However, the simple “poor-neutral-good” scales typically used to measure Read More …

Understanding Innovation – Values Fit from the Consumer Perspective: A New Mixed-Model Approach

Abstract Innovations that are perceived to be the means to realizing important personal values have a greater likelihood of success than those that clash with or impede value fulfillment. The concept of innovationvalues fit (or value compatibility) explains broad patterns of consumer adoption across diverse product categories. However, the simple “poor-neutral-good” scales typically used to Read More …