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Effects of Usage and Name on Perceptions of New Products

Author

Listed:
  • William L. Moore

    (Graduate School of Business, Columbia University, New York, New York 10027)

  • Donald R. Lehmann

    (Graduate School of Business, Columbia University, New York, New York 10027)

Abstract

Longitudinal changes in perceptions of both new and existing brands in the same product class are studied. Specifically pairwise similarity judgments are collected before and after participation in a 6-occasion choice and usage experiment. Comparisons are made across both the original similarity jugments and the resulting group-level perceptual spaces. Changes are a function of type of brand (old or new) and experimental manipulations. Substantively, the results support the previously untested configural invariance hypothesis, i.e., the perceptions of existing brands are not substantially changed by the introduction of new brands that are relatively different. This suggests this type of scaling technique can be used to predict consumer reactions to new product introductions—even if they are fairly different from current offerings.

Suggested Citation

  • William L. Moore & Donald R. Lehmann, 1982. "Effects of Usage and Name on Perceptions of New Products," Marketing Science, INFORMS, vol. 1(4), pages 351-370.
    • Handle: RePEc:inm:ormksc:v:1:y:1982:i:4:p:351-370
    DOI: 10.1287/mksc.1.4.351
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    Cited by:

    1. S. Hess & E. Suárez & J. Camacho & G. Ramírez & B. Hernández, 2001. "Reliability of Coordinates Obtained by MINISSA Concerning the Order of Presented Stimuli," Quality & Quantity: International Journal of Methodology, Springer, vol. 35(2), pages 117-128, May.
    2. Ana-Delia Correa & José Díaz & Ernesto Suárez & Bernardo Hernández, 1993. "Multidimensional scaling reliability in similarity judgments about environmental sentences," Quality & Quantity: International Journal of Methodology, Springer, vol. 27(2), pages 201-209, May.

    More about this item

    Keywords

    perceptual mapping; new products;

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