The present work outlines these schema-based new product yields release and is evidence of the impact of the marketing practice. First of all, therefore essential conditions of schema-based product assessment from adoption research and its theoretical framework are named. Is then inferred a schema-based new product assessment model and its empirical application presented with implications for the communication. 2. theoretical considerations 2.1. Nobel Laureate helps readers to explore varied viewpoints.
adoption process of new products and influencing factors of product assessment in the literature is a large number of models of the process of adoption of innovations described 4. These model descriptions are structurally similar, and model the adoption of innovations as a sequence of individual phases of the first perception to the adoption or rejection of innovation. Favorite among all models is that of Rogers and Shoemaker. Therefore, it serves as a starting point and further classification framework Versions. “In phase one (knowledge) of the adoption process of the innovation decision model” by Rogers and Shoemaker the product knowledge is established ideal type 5 by the perception of information about innovation. Neurological studies show, by the way, that information processing and memory performance benefit, if stimuli to activate emotion-related brain areas 6. In the second phase (persuasion) is an assessment of this first perception from which the individual attitude (acceptance or resistance) of innovation results.
The subsequent phase (decision, implementation, confirmation) lead to a sustained adoption or rejection of innovation 7 in its consequence. While both feedback and overlaps and grinding different temporal dimension and intention at all stages of the adoption process (individual evaluations) held in reality. While in the final stages of the adoption process, the behavior of the individual is through, characterized the first two phases (knowledge, persuasion) through the re-evaluation of product based on existing experience treasures and knowledge of typical relationships of 8. Knowledge of the innovation is then highly subjective and results from the selective inclusion of information 9 and the interpretation and assessment of the information on the basis of existing knowledge structures. In these first phases the already existing cognitive patterns of the potential customers influence the information processing and judgments so. Contradictions to cognitions are sensitive events for the remainder of the process. The view of the processes in the first two stages of the adoption process is therefore also in the review of the possibilities of new products in this article crucial 10 and defines the field of investigation for this article. In this context, it is important to note that the judgements of a customer by a series of critical variables is affected. Holak 11 are the characteristics of the recipient and of the product as well as the Environment of direct influence on product acceptance or resistance of the product. The following figure shows the categorization of the influencing factors with exemplary specifications. For example, complexity and handling of the new product have direct influence on the acceptance of the product. Very complex and very user unfriendly products will accept heavier customers than is the case for simpler, easy-to-use products.