Product Innovativeness: Systematic Literature Review and Proposal of a Multidimensional Construct

Understanding the mechanisms behind the adoption of innovation has been of interest for marketing scholars for decades. Surprisingly, however, one of the most crucial elements in studying this phenomenon continues to be used heterogeneously in its conceptualization and measurement: product innovativeness. There is reason to believe that the inconsistent application of the construct partly accounts for varying results in empirical research studies. Hence, this article applies a systematic literature review on findings using the variable product innovativeness. Based on the synthesis of results, we propose a multidimensional conceptualization of the construct product innovativeness. More specifically, results suggest that the complexity of product innovativeness is best accounted for when including functional, behavioral and design related product perceptions. We conclude with future research avenues

Identifying Factors Associated with Consumers’ Adoption of e-Mobility—A Systematic Literature Review

Electrification of road transport—replacing internal combustion engine vehicles with new energy vehicles such as electric vehicles (EVs)—seems to be a promising step towards achieving sustainable urban development, yet the diffusion of EVs is proceeding slowly. Investigating this phenomenon, researchers have provided numerous findings. However, these findings also created a fragmented and heterogeneous body of literature. This article applies a systematic literature review to establish a status quo of factors associated with the adoption of EVs. A total of 49 articles were identified and analyzed in detail for their contribution to EV adoption. The results from the systematic literature review were synthesized. The article ends with implications for policymakers and suggests fruitful research avenues for future investigations

If at first you don't adopt - Investigating determinants of new product leapfrogging behavior

In times of rapid technological advancements, consumers often reject new products as they intentionally postpone their adoption until significant technology improvements are available. This phenomenon is commonly called consumer leapfrogging behavior. While previous studies have found vast empirical evidence for the occurrence and detrimental effects of such behavior, only a few studies have focused on investigating the nature and determinants of consumer leapfrogging. Hence, this article systematically explores and empirically validates potential determinants of consumer leapfrogging behavior by applying a multimethod approach. First, we conducted a systematic literature review to summarize the current research. Second, we applied a qualitative study to identify potential reasons for consumer leapfrogging behavior. The results show that known theoretical rationales for innovation rejection behavior tied to active and passive innovation resistance do not comprehensively account for the complex psychological processes of this behavior. Consequently, we introduce a new construct called “leap disposition” to explain consumers’ disposition to reject a new product and instead wait for a superior subsequent product generation. Third, we empirically validate and quantify the relative importance of both established constructs (i.e., active and passive innovation resistance), as well as the newly introduced leap disposition, for leapfrogging behavior within a large-scale study

Investigating determinants of brand extension success in a fit and a non-fit scenario

Previous research has shown that creative brand extensions do not necessarily translate into market success. While past studies emphasised the relevance of fit for the success of brand extensions, this paper focuses on the success determinants in both fit and not fit scenarios. From a methodological standpoint, we first conducted a systematic literature review on brand extension to identify relevant determinants. Subsequently, we quantitatively evaluated the influence of the selected determinants on brand extension success in a fit scenario and a non-fit scenario using PLS-SEM study with 350 participants. We observed, regardless of fit, that consumer-specific factors such as consumer innovativeness and category involvement are of higher relevance for the intention to adopt a brand extension than brand-specific factors like brand equity or brand commitment. In contrast, brand-specific factors are only of significant impact in the non-fit scenario. Management practice should see the brand-specific factors as the starting point for measures to reinforce brand extension success