Impact of consumer innovativeness on really new product adoption

What is it about?

When individuals are exposed to Really New Products (RNP), they face a challenging task of understanding something they have no base knowledge about. We show in this study that despite classical behavioral theories, knowing more about RNPs doesn't necessarily means a more positive attitude, it is vice versa. Also, we discovered that advanced technologies such as an interactive avatar would not necessarily help individuals' understanding of novel innovation.

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