Title page for ETD etd-10242005-124121
|Type of Document
||Hunt, Michelle R.
||The screening of new product concepts : information use and the effects of experience and expertise
|Klein, Noreen M.
|Brown, James R.
|Fern, Edward F.
|Litschert, Robert J.
|Littlefield, James E.
- New products
- Drugs Marketing
- Product management
- Computer software Marketing
|Date of Defense
The effects of experience and expertise on managers' search for information
while screening new product concepts were investigated using a computer interactive
screening simulation. Relationships between respondents' attributions
about product success and failure, their judgments of the diagnosticity (predictive
usefulness) of different types of information, and information search were also
investigated. Sixty-two respondents from the microcomputer software industry and
the pharmaceutical industry were involved in the study. They searched for
information about three new product concepts, then evaluated the three concepts.
The three concepts were designed to vary the decision context--one concept had
predominantly favorable attributes, one had predominantly unfavorable attributes,
and one was mixed.
The study showed that experience and expertise were related but distinct
constructs which could have differing effects on information search and on concept
evaluation. Under conditions of favorable and mixed attributes, increased expertise
and experience led to less information search. Expertise was related to spending
less time in search, while experience was related to spending more time searching
for information. Both constructs were related to managers' perceptions of
information diagnosticity. Both constructs were also related to the cutoffs used
when screening new product concepts, though the relationships depended on the
criteria for screening as well as the respondent's industry. Expertise was related to
the evaluation of the new product concepts, while experience was not.
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