Today, It's New! And Tomorrow? Perceived Product Newness In Relation With Product Liking Over Time


Advances in Consumer Research

2005, vol. 32

Departments: Marketing

How do consumers judge product newness and how may this judgment evolve over time? This paper focuses on the development of newness perception over time and on its relationship with product liking over time. Results show that newness perception slightly increases after few exposures as consumers become able to make sense of the product and that newness perception remains rather persistent over time (on a twelve weeks period). Besides the study shows that if perceived newness is a good determinant of product liking in the short-run, its explanatory power rapidly decreases over time