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UrduAbstract This study investigates how the psychological distance associated with innovation newness interacts with the construal level of advertisement (ad) appeal to influence consumer product evaluations. We conduct three studies to demonstrate how to optimize consumer evaluations of incrementally new…
Tag: Product Evaluation
Enhancing consumer evaluation of new products: The role of innovation newness and communication strategy
Abstract This study investigates how the psychological distance associated with innovation newness interacts with the construal level of advertisement (ad) appeal to influence consumer product evaluations. We conduct three studies to demonstrate how to optimize consumer evaluations of incrementally new…