When is the atypical design not penalized? Moderating role of product innovativeness and technological sophistication in consumer’s evaluation of new products

Purpose The purpose of this paper is to examine the individual and joint effects of the two design dimensions, form design and functional design, and moderating role of product innovativeness and technological sophistication in consumer’s evaluation of new products. Employing theoretical underpinnings from categorization theory, this paper investigates two major research questions. First, what type of form is more advantageous for a radically...