Thursday, December 15, 2016 | 2:00pm-3:30pm | Room 335, HSBC Business School Building

Abstract

Although much marketing research investigates whether consumers’ adoption of a new product is influenced by the information about the product, whether and how non-product information (e.g., time and temperature) shapes their new product adoption has been little discussed. In the present work, we divide non-product information into two types, analog and digital, and hypothesize that when analog, non-product information is provided, consumers tend to think abstractly and are more likely to adopt new products than when digital, non-product information is provided. Our hypothesis was supported by the findings obtained from the two experiments conducted in Vietnam. This research primarily contributes to the existing discussions on the topics of new product adoption and information display, as well as provide fresh insights into environmental designers for new products.