Hong Kong University of Science and Technology
MARKETING DEPARTMENT
Seminar on
AS TIME GOES BY:
WARM INTENTIONS AND COLD FEET
FOR REALLY-NEW VS.
INCREMENTALLY-NEW PRODUCTS?
by
Prof John Lynch
Roy J. Bostock Professor of Marketing
The Fuqua School of Business
Duke University
Abstract
Combining prior theory about really-new products with temporal construal theory, we
show in four field studies that consumers state fewer purchase intentions for really-new
products relative to incrementally-new products and follow-through less often on those
purchase intentions, with the decrement growing with time. We also show that
consumers are less likely to think concretely about the circumstances of buying and
using the products, and are more poorly calibrated in their expectations of initial
product use, and we discuss implications for marketing of and market research on
really-new products.
Date: May 11, 2007 (Fri)
Time: 10:30 – 12:00pm
Venue: Room 4379 (via Lifts 17-18)