Consumer Responses to Traditional vs Virtual Concept Testing: The Influence of Innovativeness, Change Seeking, and Cognitive Effort

Ling PENG, Yongfu HE, Chunyu LI

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)Research


This research examines the influence of innovativeness, change seeking and cognitive processing propensity on consumer responses to traditional versus virtual concept testing environment. The findings show that the effect of innovativeness on concept evaluations is relieved whereas the effect of change seeking is even more substantial in virtual testing environment. The study also provides evidence that the quality of concept testing data provided by respondents varies substantially with their innovativeness. However, the subject selection is not a more critical issue in virtual testing than in traditional testing.
Original languageEnglish
Title of host publicationAP - Asia-Pacific Advances in Consumer Research
PublisherAssociation for Consumer Research
Publication statusPublished - Jun 2011
EventAsia-Pacific Conference of the Association for Consumer Research - China, Beijing, China
Duration: 16 Jun 201118 Jun 2011


ConferenceAsia-Pacific Conference of the Association for Consumer Research

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