Effects of Difference Age and Information Searching Level on Attitudes toward Innovative Product

• Published in: Asia Marketing Journal (Online) Vol. 25; no. 1; pp. 15 - 25
• Main Authors: Lee, Sinae, Min, Dongwon
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 01.01.2023; Korean Marketing Association
• Subjects: cognitiveage; differenceage; informationsearchinglevel; innovativeproduct; marketingcampaigns; Difference age; Information searching level; Innovative product; Cognitive age; Marketing campaigns

Innovation is no longer the purview of high-tech industries; it is blossoming in the home appliances and cosmetics sectors. However, consumers’ anxiety about the risk of new products prevents them from reaping the benefits of innovation. This anxiety is driven by customer’s lack of prior information...