Seeking the Ideal Level of Design Newness: Consumer Response to Radical and Incremental Product Design
Author:
Funder
Netherlands Organization for Scientific Research
Publisher
Wiley
Subject
Management of Technology and Innovation,Strategy and Management
Link
http://onlinelibrary.wiley.com/wol1/doi/10.1111/jpim.12062/fullpdf
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4. The moderating effect of perceived risk on consumers' evaluation of product incongruity: Preference for the norm;Campbell;Journal of Consumer Research,2001
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