European Journal of Innovation Management

Topics: Innovation, Marketing, Psychometrics Pages: 34 (12493 words) Published: July 4, 2013
European Journal of Innovation Management
Emerald Article: The development of a scale to measure consumer doubt toward new products Maria Sääksjärvi, Kaj P.N. Morel

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To cite this document: Maria Sääksjärvi, Kaj P.N. Morel, (2010),"The development of a scale to measure consumer doubt toward new products", European Journal of Innovation Management, Vol. 13 Iss: 3 pp. 272 - 293 Permanent link to this document: http://dx.doi.org/10.1108/14601061011060120 Downloaded on: 28-01-2013 References: This document contains references to 71 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 923 times since 2010. *

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Maria Sääksjärvi, Kaj P.N. Morel, (2010),"The development of a scale to measure consumer doubt toward new products", European Journal of Innovation Management, Vol. 13 Iss: 3 pp. 272 - 293 http://dx.doi.org/10.1108/14601061011060120 Maria Sääksjärvi, Kaj P.N. Morel, (2010),"The development of a scale to measure consumer doubt toward new products", European Journal of Innovation Management, Vol. 13 Iss: 3 pp. 272 - 293 http://dx.doi.org/10.1108/14601061011060120 Maria Sääksjärvi, Kaj P.N. Morel, (2010),"The development of a scale to measure consumer doubt toward new products", European Journal of Innovation Management, Vol. 13 Iss: 3 pp. 272 - 293 http://dx.doi.org/10.1108/14601061011060120

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EJIM 13,3

The development of a scale to measure consumer doubt toward new products ¨¨ ¨ Maria Saaksjarvi
Department of Product Innovation Management, Faculty of Industrial Design Engineering, and Department of Marketing, Delft University of Technology, Delft, The Netherlands, and Hanken, Department of Marketing, Swedish School of Economics and Business Administration, Helsinki, Finland, and

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Kaj P.N. Morel
Department of Marketing & International Management, Saxion University of Applied Sciences, Enschede, The Netherlands Abstract
Purpose – The purpose of this paper is to develop a scale for measuring consumer doubt toward new products. Design/methodology/approach – The scale was developed in several steps. A large pool of items to represent consumer doubt was generated. Experts reviewed the scale items for conciseness and clarity. An exploratory factor analysis to examine the unidimensionality, convergent validity, and discriminant validity of each construct was conducted. The model was then validated using partial least squares modeling. Finally, the scale and its form were validated, and potential response biases assessed. Data from three studies were used. Findings – The results show that by focusing on reasons for deference, rather than acceptance, the scale yields new insight into innovation success and failure. The CDNP...
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