Effects of Difference Age and Information Searching Level on Attitudes toward Innovative Product
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
Innovation is no longer the purview of high-tech industries; it is blossoming in the home appliances and cosmetics sectors. However, consumers’ anxiety about the risk of new products prevents them from reaping the benefits of innovation. This anxiety is driven by customer’s lack of prior information on new products. This study examines how difference age between the chronological age of consumers and their cognitive age affects consumers’ willingness to search for information on innovative products, leading to reduced new-product anxiety. According to a survey of participants who actually bought an innovative product, we found that participants searched for more information when they perceived themselves to be younger than their chronological age (a high difference age). Where participants did not proactively search for information (due to a low difference age), they could be encouraged to do this through marketing campaigns. Together, these findings expand our understanding of how consumers’ difference age can be leveraged in digital marketing to enable companies to more strategically reach consumers when planning or launching innovative products.
Abstract
Innovation is no longer the purview of high-tech industries; it is blossoming in the home appliances and cosmetics sectors. However, consumers’ anxiety about the risk of new products prevents them from reaping the benefits of innovation. This anxiety is driven by customer’s lack of prior information on new products. This study examines how difference age between the chronological age of consumers and their cognitive age affects consumers’ willingness to search for information on innovative products, leading to reduced new-product anxiety. According to a survey of participants who actually bought an innovative product, we found that participants searched for more information when they perceived themselves to be younger than their chronological age (a high difference age). Where participants did not proactively search for information (due to a low difference age), they could be encouraged to do this through marketing campaigns. Together, these findings expand our understanding of how consumers’ difference age can be leveraged in digital marketing to enable companies to more strategically reach consumers when planning or launching innovative products.
참고문헌 (38)
- 안아림, "체화된 나이듦과 생의 남은 시간에 대한 관점이 설득에 미치는 영향: 목표 추구와 메시지 유형의 효과를 중심으로", 한국심리학회지: 소비자·광고, 17(2), pp.331~355 (2016), 한국소비자·광고심리학회[DOI]
- Barak, Benny, "Alternative Age Measures:AResearch Agenda", ACR North American Advances, 8, pp.602~606 (1985)
- Barak, Benny, "Cognitive Age:A Nonchronological Age Variable", ACR North American Advances, 8, pp.602~606 (1981)
- Broniarczyk, Susan M., "The Role of Consumers’ Intuitions in Inference Making", Journal of Consumer Research, 21(3), pp.393~407 (1994)
- 부경희, "‘젊은 오빠’ 인식 : 인지연령(Cognitive Age) 인식이 노인세대의 소비행태에 미치는 영향에 관한 연구", 광고학연구, 16(1), pp.37~66 (2005), 한국광고학회
- Carpenter, Gregory S., "Meaningful Brands from Meaningless Differentiation: The Dependence on Irrelevant Attributes", Journal of Marketing Research, 31(3), pp.339~350 (1994)
- DelVecchio, Devon, "Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk", Journal of the Academy of Marketing Science, 33, pp.184~196 (2005)
- Farrell, Joseph, "Dynamic Competition with Switching Costs", The RAND Journal of Economics, 12, pp.3~137 (1988)
- Garcia, Rosanna, "A Critical Look at Technological Innovation Typology and Innovativeness Terminology:A Literature Review", Journal of Product Innovation Management, 19(2), pp.110~132 (2002)
- Gwinner, Kevin P., "Testing the Implied Mediational Role of Cognitive Age", Psychology and Marketing, 18(10), pp.1031~1048 (2001)
- Hoeffler, Steve, "Measuring Preferences for Really New Products", Journal of Marketing Research, 40(4), pp.406~420 (2003)
- 홍성태, "인지연령: 소비행동에 미치는 영향 및 매개효과 분석", 소비자학연구, 18(3), pp.63~86 (2007), 한국소비자학회
- Kastenbaum, Robert, "The Ages of Me: Toward Personal and Interpersonal Definitions of Functional Aging", Aging and Human Development, 3(2), pp.197~211 (1972)
- Keller, Kevin Lane, "Effects of Quality and Quantity of Information on Decision Effectiveness", Journal of Consumer Research, 14(2), pp.200~213 (1986)
- Kyriakopoulos, Kyriakos, "Improvisation in Product Innovation:The Contingent Role of Market Information Sources and Memory Types", Organization Studies, 32(8), pp.1051~1078 (2001)
- Lazarus, Richard S., "Progress on a Cognitive-Motivational-Relational Theory of Emotion", American Psychologist, 46(8), pp.819~834 (1991)
- Lee, Haksik, "Consumer Behavior: Marketing Strategy Approach" (2020), Jiphyunjae
- Manning, Kenneth C., "Consumer Innovativeness and the Adoption Process", Journal of Consumer Psychology, 4(4), pp.329~345 (1995)
- Mathur, Anil, "Antecedents of Cognitive Age: AReplication and Extension", Psychology & Marketing, 22(12), pp.969~994 (2005)
- Mitchell, Vincent-Wayne, "Using Neural Networks to Understand Service Risk in the Holiday Product", Journal of Business Research, 46(2), pp.167~180 (1999)
- Mitchell, Vincent-Wayne, "The Importance of Consumers’ Perceived Risk in Retail Strategy", European Journal of Marketing, 39(7-8), pp.821~837 (2005)
- Moreau, C. Page, "Entrenched Knowledge Structures and Consumer Response to New Products", Journal of Marketing Research, 38(1), pp.14~29 (2001)
- Moriarty, Rowland T., "High-Tech Concept, Continuity, and Change", IEEE Engineering Management Review, 3, pp.25~35 (1990)
- Moschis, George P., "Consumer Behavior in Later Life: Multidisciplinary Contributions and Implications for Research", Journal of the Academy of Marketing Science, 22(3), pp.195~204 (1994)
- Mukherjee, Ashesh, "The Effect of Novel Attributes on Product Evaluation", Journal of Consumer Research, 28(3), pp.462~472 (2001)
- Noseworthy, Theodore J., "Looks Interesting, But What Does it Do? Evaluation of Incongruent Product form Depends on Positioning", Journal of Marketing Research, 48(6), pp.1008~1019 (2011)
- Ram, Sundaresan, "Consumer Resistance to Innovations: The Marketing Problem and Its Solutions", Journal of Consumer Marketing, 6(2), pp.5~14 (1989)
- Rogers, Everett M., "Diffusion of Innovations", pp.12~ (1995), New York
- An Integrative Theory of Patronage Preference and Behavior, "Sheth, Jagdish N.", College of Commerce and Business Administration, Bureau of Economic and Business Research, University of Illinois, Urbana-Champaign, ~ (1981)
- Smith, Robert E., "The Impact of Advertising Creativity on the Hierarchy of Effects", Journal of Advertising, 37(4), pp.47~62 (2008)
- 손영석, "모바일 지각적 사용 용이성과 유용성 매개효과를 통한 인지적 나이가 소비자 혁신성에 영향을 미치는 구조적 효과 연구", 한국콘텐츠학회 논문지, 22(8), pp.140~148 (2022), 한국콘텐츠학회[DOI]
- Stephens, Nancy, "Cognitive Age: AUseful Concept for Advertising", Journal of Advertising, 20(4), pp.37~48 (1991)
- Wei, Sheng-Chung, "Consumers’ Demographic Characteristics, Cognitive Ages, and Innovativeness", ACR North American Advances, 32, pp.633~640 (2005)
- Wilkes, R. E., "A Structural Model Approach to the Measurement and Meaning of Cognitive Age", Journal of Consumer Research, 19, pp.292~301 (1992)
- Winter, Frederick W., "Market Segmentation: A Tactical Approach", Business Horizons, 27(1), pp.57~63 (1984)
- Wood, Stacy L., "FromFear to Loathing? How Emotion Influences the Evaluation and Early Use of Innovations", Journal of Marketing, 70(3), pp.44~57 (2006)
- Zinkhan, George M., "Cultural and Gender Differences in Risk-Taking Behavior Among American and Spanish Decision Makers", The Journal of Social Psychology, 131(5), pp.741~742 (1991)