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Risque et lancement de produits nouveaux : l'apport de la cognition sociale implicite

Author

Listed:
  • Jean-Pierre Mathieu

    (Audencia Recherche - Audencia Business School)

  • Claire-Lise Ackermann

    (ESC Rennes School of Business - ESC [Rennes] - ESC Rennes School of Business)

Abstract

The launch of an innovation carries a considerable element of risk, as new product failure rates are extremely high. Among the reasons for new product failure is poor market research. We demonstrate that a joint measure of explicit attitude (deliberate evaluation which is accessible to introspection) and implicit attitude (indirect and automatic evaluation) increases market research reliability and therefore reduces risks associated with product innovation.

Suggested Citation

  • Jean-Pierre Mathieu & Claire-Lise Ackermann, 2012. "Risque et lancement de produits nouveaux : l'apport de la cognition sociale implicite," Post-Print hal-00956958, HAL.
    • Handle: RePEc:hal:journl:hal-00956958
    DOI: 10.3917/mav.057.0160
    as

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