Narrative transportation in concept tests for really new products: The moderating effect of reader-protagonist similarity

Journal of Product Innovation Management

Volumn 29, Issue , 2012, Pages 157-170

  Van Den Hende, Ellis A ^a   Dahl, Darren W ^b   Schoormans, Jan P L ^c   Snelders, Dirk ^d  

^a UNIVERSITY OF AMSTERDAM   (Netherlands)

^b UNIVERSITY OF BRITISH COLUMBIA   (Canada)

^c DELFT UNIVERSITY OF TECHNOLOGY   (Netherlands)

^d EINDHOVEN UNIVERSITY OF TECHNOLOGY   (Netherlands)

Author keywords

[No Author keywords available]

Indexed keywords

MANAGEMENT;

CONSUMER EVALUATION; INTERACTIVE EFFECT; NARRATIVE TRANSPORTATIONS; NEW PRODUCT DEVELOPMENT PROCESS; PRACTICAL GUIDELINES; PRODUCT EVALUATION; PRODUCT INFORMATION; SOCIAL IDENTITY THEORIES;

PRODUCT DEVELOPMENT;

EID: 84891490865     PISSN: 07376782     EISSN: 15405885     Source Type: Journal    
DOI: 10.1111/j.1540-5885.2012.00961.x     Document Type: Article

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