Sometimes product innovations or product adjustments require nudging consumers.
Professor Theodore Noseworthy joins the program to discuss his research which focuses on how consumers make sense of innovative products and how marketers can better facilitate the adoption of innovation.
In particular, he discusses how "odd" perceptions of new product (e.g., Pepsi Clear) can be made more congruent using an understanding of how consumers make inferential and often biased judgments when evaluating new products. Listen for the cool idea of "conjunctive enablers."
We discuss this and other approaches that translates hard core cognitive science into how marketers can make incremental adjustments to a product’s form, packaging, or functionality to more nuanced changes in how consumers deal with the introduction of radical innovations and the emergence of entirely new product concepts.
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