Unwrapping new product bias: Understanding and measuring consumer’s implicit preference for new products

Consumers often gravitate toward new products, even when used (or second-hand) alternatives offer similar functionality at a lower cost. While explicit preferences for newness are well-documented, less is known about the implicit biases that drive these choices. This research explores consumers’ implicit preferences for new products—new product bias—and develops and validates a scale that captures individual differences in preferences for new products. The resulting scale consists of 13 items reflecting consumers’ perceptions of three dimensions: Valuation, Gratification, and Social Acceptance. A series of studies demonstrates the uniqueness and robustness of the new product bias construct across samples and settings. We conclude with a discussion of significant insights and implications for researchers, practitioners, and policymakers.