Carbon, Claus-ChristianClaus-ChristianCarbon0000-0002-3446-9347Schoormans, Jan P. L.Jan P. L.Schoormans2019-09-192013-04-112012https://fis.uni-bamberg.de/handle/uniba/909In 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.engdesignarticlehttp://psycontent.metapress.com/content/e2608774585m6971/fulltext.pdf