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The Effect of Concept Formulation on Concept Test Scores

Lees, Gavin and Wright, M (2004) The Effect of Concept Formulation on Concept Test Scores. Journal of Product Innovation Management, 21 (6). pp. 389-400. ISSN 0737-6782

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Abstract

While concept testing is a mainstay of the new product development process, there is little empirical evidence on the variation in consumer responses due to alternative concept formulations, particularly for those tests undertaken early in the product development process. The present study addressed this gap in the literature by using a split sample mail survey to compare stripped, embellished, and visual concept formulations for five heterogeneous product concepts. It was found that respondents' answers to attitude and purchase intention questions showed only minor variation with different formulations of the concept test statement. It also was found that the ranking of the concepts showed no substantial changes across the different formulations. Therefore, the type of concept statement formulation may not be that important, at least for early ranking tasks performed before experiential prototypes are available. Early concept tests therefore may be carried out using stripped concept statements. This may reduce costs, allowing organizations to undertake early concept testing more frequently across a wider range of products.

Item Type: Article
Uncontrolled Keywords: ResPubID14448, consumer, perception, attitude, purchase, product concept
Subjects: Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
FOR Classification > 1599 Other Commerce Management, Tourism and Services
Depositing User: VUIR
Date Deposited: 20 Mar 2012 01:36
Last Modified: 20 Mar 2012 01:36
URI: http://vuir.vu.edu.au/id/eprint/2621
DOI: 10.1111/j.0737-6782.2004.00093.x
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Citations in Scopus: 19 - View on Scopus

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