New Publication in the Journal of Product Innovation Management

We are pleased to announce the publication of the new paper by Dominik Hettich, Torsten Bornemann, and their co-author Stefan Hattula, titled "Understanding older consumers' new product-related information behaviors—A life-span theory perspective" in the Journal of Product Innovation Management.

Their research shows that older consumers, due to their prioritization of maintenance goals, seek less novelty compared to younger consumers. This leads older consumers to perceive the inconveniences associated with purchasing new products and the necessary behavior changes as more significant than potential benefit gains. To overcome older consumers' adverse disposition towards the adoption of new products, the authors propose adaptations in communication strategies that align with older consumers' maintenance orientation. These findings provide valuable insights for researchers and managers of innovation-oriented companies to improve the understanding of the obstacles and motives behind older consumers' adoption of new products.

The article is available online at the following DOI: https://onlinelibrary.wiley.com/doi/10.1111/jpim.12779