Searched for: author:"Mugge, R."
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Peiyao, Cheng (author), Mugge, R. (author), de Bont, Cees (author)
Really new products (RNPs) are often difficult to comprehend, which may hinder consumers’ adoption. It is generally believed that designers can stimulate consumers’ comprehension by embodying RNPs in the form of product metaphors. However, empirical evidence for this is lacking. This study empirically examines the effects of product metaphors on...
conference paper 2017
document
Peiyao, Cheng (author), Mugge, R. (author), de Bont, Cees (author)
Developing successful RNPs can bring competitive advantages for companies. However, the success rate of RNPs are relatively low because consumers often feel resistant to adopt them. One reason for consumers’ resistance is their lack of comprehension of RNPs. To facilitate consumers’ comprehension, this paper conceptually discusses the...
conference paper 2017