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.
|Title of host publication||AP - Asia-Pacific Advances in Consumer Research|
|Publisher||Association for Consumer Research|
|Publication status||Published - Jun 2011|
|Event||Asia-Pacific Conference of the Association for Consumer Research - China, Beijing, China|
Duration: 16 Jun 2011 → 18 Jun 2011
|Conference||Asia-Pacific Conference of the Association for Consumer Research|
|Period||16/06/11 → 18/06/11|
PENG, L., HE, Y., & LI, C. (2011). Consumer Responses to Traditional vs Virtual Concept Testing: The Influence of Innovativeness, Change Seeking, and Cognitive Effort. In AP - Asia-Pacific Advances in Consumer Research (Vol. 9, pp. 225). Association for Consumer Research.