Really New Stories: The Effect of Early Concept Narratives on Consumer Understanding and Attitudes

Really New Stories typically describe a use setting and a main character - the hero - who is using a really new product. In this doctoral thesis, Ellis van den Hende explains why early consumer input during the development of really new products can be remarkably frustrating to new product managers and product developers. Ellis elucidates how Really New Stories can present information about the new product concept in a way that is evocative and relevant for consumers. She tests and discusses the positive effects of Really New Stories on consumer understanding and attitudes and provides practical guidelines to put Really New Stories to work. To summarize, she explains how Really New Stories successfully contribute to the new product development process. Ellis van den Hende (1981) received her graduate and postgraduate training in product development and innovation management at Delft University of Technology, The Netherlands. Her research has been published in International scientific journals, such as the Journal of Product Innovation Management. Please email the author for the latest versions of the papers in this thesis ([email protected]). Thank you for your interest in this thesis!Product Innovation ManagementIndustrial Design Engineerin

To Be or Not to Be in Thrall to the March of Smart Products

This article explores how perceived disempowerment impacts the intention to adopt smart autonomous products. Empirically, the paper builds on three studies to show this impact. Study 1 explores the relevance of the perceived disempowerment in respect of smart autonomous products. Study 2 manipulates autonomy of smart products and finds that perceived disempowerment mediates the link between smart products’ autonomy and adoption intention. Study 3 indicates that an intervention design―that is, a product design that allows consumers to intervene in the actions of an autonomous smart product―can reduce their perceived disempowerment in respect of autonomous smart products. Further, Study 3 reveals that personal innovativeness moderates the role that an intervention design plays in product adoption: an intervention design shows a positive effect on adoption intention for individuals with low personal innovativeness, but for those with high personal innovativeness no effect of an intervention design is present on adoption intention. The authors suggest that managers consider consumers’ perceived disempowerment when designing autonomous smart products, because (1) perceived disempowerment reduces adoption and (2) when targeted at consumers with low personal innovativeness, an intervention design reduces their perceived disempowerment.Marketing and Consumer Researc

Drivers and Consequences of Narrative Transportation: Understanding the Role of Stories and Domain-Specific Skills in Improving Radically New Products

This article investigates the role of transportation in concept tests (i.e., a vivid mental image of a new product concept and the way of using it) for radically new products. Based on transportation literature, the article proposes that concept descriptions in a story format can stimulate transportation. Further, the article builds on the literature on domain-specific skills to propose that technological reflectiveness (i.e., the ability to think about the impact of a technological product on its users and society in general) and product expertise increase transportation. The article explores the effect that transportation has on the ability of consumers to enumerate the advantages and disadvantages of a radically new product and on their ability to provide valuable concept improvement ideas (i.e., ideas that are highly novel, feasible, and beneficial for consumers). A quasi-experiment with 253 participants demonstrates that a story format, product experience with related product categories, and technological reflectiveness increased transportation with regard to radically new products. The empirical research also showed that transportation facilitates the enumeration of the advantages and the disadvantages of a concept, resulting in more valuable concept improvement ideas. These findings suggest that innovation managers should strive to evoke transportation in concept tests for radically new products, as transportation allows consumers to provide more valuable input.Marketing and Consumer Researc

Digitalised product-service systems: Effects on consumers’ attitudes and experiences

Access-based product-service systems (AB-PSS) allow consumers to use products for a fee and might support the transition towards a circular economy. This type of business model could decrease negative impacts of consumption by reducing the number of products needed; either by extending products’ lifetimes or by intensifying the use of products. Many AB-PSS in consumer markets are highly digitalised; they utilise digital platforms, have sensors embedded in the products, and rely on users’ smartphones. To better understand how digitalisation impacts consumers’ attitudes and use experiences in mobility AB-PSS, we applied a mixed-methods approach consisting of a survey (n=47) and interviews (n=10). Our findings suggest that many short-term AB-PSS, such as bicycle sharing, owe their recent success to digitalisation. Further, consumers’ digital confidence influences their attitude towards short-term AB-PSS. During the use of AB-PSS, users value the convenience and flexibility enabled by the digital aspects. Digitalisation also made short-term mobility AB-PSS susceptible to disruptions because the AB-PSS rely on the functioning of many digital aspects. Users seem to dislike phoning customer service and increasingly depend on their smartphones. We also provide a brief outlook of what 5G mobile networks might imply for mobility AB-PSS. With this paper, we contribute a consumer perspective on the digitalisation of services. Our findings help service designers, user experience designers, and app developers to design digitalised AB-PSS for consumer markets.Circular Product DesignMarketing and Consumer Researc

Barriers to the adoption of waste-reducing eco-innovations in the packaged food sector: A study in the UK and the Netherlands

The food processing sector has a considerable environmental impact, due to large volumes of food and packaging waste. Eco-innovations present an important opportunity to reduce this impact. Yet, initial insights suggest that new technologies face considerable challenges to their adoption. The eco-innovation adoption literature has overlooked the food processing sector. The purpose of this paper is to examine the barriers inhibiting the adoption of waste reducing eco-innovations in the food processing sector. We present four detailed case studies of new technologies at different stages of adoption in the UK and Netherlands. The findings reveal ten barriers to the adoption of waste reducing technologies in the food processing sector. The barriers identified include concerns over the influence of technologies on the product's characteristics, its retailing, and a perceived lack of consumer demand. These barriers arise from the powerful influence of retailers within the food supply chain, the influence of technologies on in-store point of sale displays, and the need for distribution trials. We conclude that the adoption of new technologies requires simultaneous acceptance by both food processor and retailers. The paper provides recommendations for policy makers and innovation managers to increase the adoption and diffusion of waste reducing technologies in the food processing sector, as well as implications for future research.Marketing and Consumer Researc

Consumer adoption of access-based product-service systems: The influence of duration of use and type of product

Access-based product-service systems (AB-PSS) are business models that can potentially decouple the satisfaction of consumer needs from environmental impacts. Hence, they have been promoted for the circular economy. Their sustainability potential has not yet been realised because consumer adoption is lagging. Although this challenge has been studied for two decades, knowledge to identify and address AB-PSS adoption barriers that matter to consumers is lacking. We hypothesise that the duration of use, the time a consumer obtains exclusive access to a specific product (short-term vs. long-term) and the type of product (bicycles vs. clothing) moderate the importance of AB-PSS adoption barriers to consumers. We compared several adoption barriers across four AB-PSS and found that the duration of use and the type of product significantly moderated the importance of some AB-PSS adoption barriers. More specifically, the Effort to access has a higher influence on consumer preference for short-term AB-PSS, whereas Product quality has a higher influence on consumer preference for long-term AB-PSS. We also found that Effort to access and Product characteristics were more important for bicycle AB-PSS, whereas Contamination and Product quality were more important for clothing AB-PSS. These insights help companies to identify and design out key AB-PSS consumer adoption barriers.Circular Product DesignIndustrial Design EngineeringMarketing and Consumer Researc

Business models for sustainable consumption in the circular economy: An expert study

Combining sustainable consumption with the circular economy concept could help tackle challenges, such as resource scarcity and climate change by reducing resource throughput and increasing cycling of products and materials within the economic system, thereby reducing emissions and virgin material use. To achieve sustainable consumption in a circular economy production and consumption practices need to change. Business models can potentially influence both practices as it defines how a company conducts business and shapes the company-consumer relationship. This paper developed future business models for sustainable consumption through two rounds of semi-structured interviews with experts from academia, industry, and policy. During the first interview round, four business model elements that are important for sustainable consumption were identified: Resource strategy, Revenue model, Consumer effort, and Objective to (decrease/increase) consumption level. Based on these elements, we developed a comprehensive business model framework. Using this framework, experts envisioned future business models for sustainable consumption of clothing during the second interview round. The findings of this study suggest that the most promising business models for sustainable consumption are those that reduce overall consumption levels and consumer effort. Further, we found that a diverse range of business models in the market can potentially enable different customer segments to consume sustainably.Accepted author manuscriptCircular Product DesignMarketing and Consumer Researc

Using Early Concept Narratives to Collect Valid Customer Input about Breakthrough Technologies: The Effect of Application Visualization on Transportation

The value of early customer input has long been recognized by companies. However, especially when breakthrough technologies are involved, more insight in valuable methods for collecting early customer input is needed. In this paper, we propose a method to evaluate a breakthrough technology with customers. First, a creative process should point out applications of the breakthrough technology. Applications allow customers to imagine the benefits of the technology behind it. By using early concept narratives, typically scenarios of somebody using and interacting with the application, this imagination process is enhanced. When no prototypes are available yet, it appears that narratives and visuals allow customers to really “see” the new world of the application, a process called transportation, which is a mix of imagery, feelings, and attention. In an experiment in which we make use of a case of an application of a breakthrough technology, we provide empirical support for our claim that early concept narratives could be a valuable tool to get valid customer reactions. Furthermore, we show which kind of visual format the applications should have in order to optimize transportation. The results of this study will support decision making about how to pursue breakthrough application evaluations early in the product development process.Product Innovation ManagementIndustrial Design Engineerin

The Perception of Spontaneous and Volitional Laughter Across 21 Societies

Laughter is a nonverbal vocalization occurring in every known culture, ubiquitous across all forms of human social interaction. Here, we examined whether listeners around the world, irrespective of their own native language and culture, can distinguish between spontaneous laughter and volitional laughter—laugh types likely generated by different vocal-production systems. Using a set of 36 recorded laughs produced by female English speakers in tests involving 884 participants from 21 societies across six regions of the world, we asked listeners to determine whether each laugh was real or fake, and listeners differentiated between the two laugh types with an accuracy of 56% to 69%. Acoustic analysis revealed that sound features associated with arousal in vocal production predicted listeners’ judgments fairly uniformly across societies. These results demonstrate high consistency across cultures in laughter judgments, underscoring the potential importance of nonverbal vocal communicative phenomena in human affiliation and cooperation.Accepted author manuscriptMarketing and Consumer Researc