Searched for: department%3A%22Product%255C%252BInnovation%255C%252BManagement%22
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Bouten, L.M. (author), Sääksjärvi, M.C. (author)The goal of this study was to examine consumer reactions towards branded hybrid product. We examined how consumers interpret and evaluate hybrids with a single brand vs. multiple brands. The results show that consumers are more likely to interpret a product symmetrically (i.e., give equal status to both categories) when two category cues are...conference paper 2009
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Sääksjärvi, M. (author), Samiee, S. (author)This study proposes and tests an integrative model that incorporates the mental resources framework (MOA: motivation, opportunity, and ability) alongside traditional innovation adoption predictors for assessing the adoption of dual-functionality innovations (DFI), a special case of multifunctional innovations (MFI). The multifunctional nature of...journal article 2010
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Gattol, V. (author), Sääksjärvi, M. (author), Carbon, C.C. (author)Background: The authors present a procedural extension of the popular Implicit Association Test (IAT; [1]) that allows for indirect measurement of attitudes on multiple dimensions (e.g., safe–unsafe; young–old; innovative–conventional, etc.) rather than on a single evaluative dimension only (e.g., good–bad). Methodology/Principal Findings: In...journal article 2011