“Smart Home System is Like a Mother”: The Potential and Risks of Using Product Metaphors to Influence Consumers’ Comprehension of Really New Products

Driven by innovative technology, really new products (RNPs) incorporate new functions that provide significant benefits for consumers. Consumers, however, often experience difficulty understanding RNPs, which hinders their further adoption. To facilitate consumers’ comprehension, the use of product metaphors in RNPs is a promising strategy...