The influence of product innovation messages on the intention to purchase incumbent products
How do product innovation messages delay purchase intentions? Few studies offer answers to this question. Building on the literature of regulatory focus and framing effects, this study aims to identify the mechanism of the relationships among product innovation contents (i.e., performance advancemen...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2021-07-01
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| Series: | Journal of Innovation & Knowledge |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2444569X2100010X |