Working Papers

The “Right” Consumers for the Best Concepts: Identifying and Using Emergent Consumers in Developing New Products

Donna L. Hoffman, Praveen K. Kopalle, and Thomas P. Novak

Jan 1, 2009

Develops and validates a scale to measure the construct of “emergent nature”; compares product concepts developed by consumers high in emergent nature with those developed by other consumers.

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