A consumption dimension-based approach to product perceived newness: concept, measurement, and validation

This research conceptualizes Consumption Dimension-based Product Perceived Newness (CDPPN) as a consumer’s perception that a product is novel on the dimensions of consumption that are important to them and develops a scale reflecting this conceptualization. Prior research characterizes product perceived newness as a unidimensional attribute reflecting the extent a consumer perceives a product as new and unique. This approach is problematic because it fails to capture the complexity of consumers’ perceptions of newness, which this study suggests depends on the attributes consumers deem most important. This research presents a quadripartite dimensional framework, functional, emotional, social, and epistemic, for understanding CDPPN. Seven studies support and validate this framework. The proposed 21-item four-dimensional CDPPN scale proves to be reliable and internally valid in two different cultural contexts. Criterion validity is established by estimating its (a) predictors: actual level of newness (incremental versus radical), category experience, consumer expertise, and consumer innovativeness; and (b) outcomes: attitude, behavioral intentions, and market success. The CDPPN scale can serve as a tool for future research on new product development by capturing the newness aspects most important to consumers.