Get it? Got it. Good! Enhancing new product acceptance by facilitating resolution of extreme incongruity

Journal of Marketing Research

Volumn 49, Issue 2, 2012, Pages 247-259

  Jhang, Ji Hoon ^a   Grant, Susan Jung ^a   Campbell, Margaret C ^a  

^a UNIVERSITY OF COLORADO   (United States)

Author keywords

Cognitive flexibility; Incongruity; Innovation; New products

Indexed keywords

EID: 84860583560     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmr.10.0428     Document Type: Article

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