Rigidity rather than age as a limiting factor to appreciate innovative design

Professorship/Faculty: General Psychology and Methodology  
Authors: Carbon, Claus-Christian  ; Schoormans, Jan P. L.
Title of the Journal: Swiss Journal of Psychology
Publisher Information: Bern ; Göttingen [u.a.] : Huber
Year of publication: 2012
Volume: 71
Issue: 2
Pages / Size: 51 - 58
Language(s): English
URL: http://psycontent.metapress.com/content/e260877...
Document Type: Article
In this paper, we study to what degree older consumers differ from middle-aged
consumers with respect to the appreciation of new product designs. We asked respondents
from both age groups to evaluate innovative designs that were shown repeatedly, replicating a
regular market situation by using the Repeated Evaluation Technique (RET). The results show
that rigidity, but not age influences the speed of appreciation towards new product designs
under these circumstances. Our findings indicate that it is a misconception that older
consumers are slower in adopting new product innovations per se.
Keywords: design
URI: https://fis.uni-bamberg.de/handle/uniba/909
Release Date: 11. December 2012