Because it is brand new! Recency heuristic for product innovativeness evaluation

This research identifies recency heuristic utilized by consumers with limited prior knowledge for product innovativeness evaluation. Consumers of a category perceived new as more innovative when its release date was recent, while remained uninfluenced information (Study 1). The effect replicated at the level 2). It further demonstrates two critical boundary conditions—when either irrelevant or rationally legitimate evaluative tool, inapplicable 3). present draws attention to role in conceptualizing and elaborates understanding how construct is represented consumers’ minds focusing on conceptual relationship novelty recency. also contributes literature proposing an tool assessment. Results provide managers practical insight into whether highlight downplay depending their target audience innovativeness. article protected copyright. All rights reserved.