Yao, Emery; Fang, Ruolian; Dineen, Brian R.; Yao, Xin - In: Journal of Business Research 62 (2009) 12, pp. 1281-1288
We propose that feedback level and inconsistency jointly affect potential customers' acceptance of new products. We conducted two studies, one with a two-by-two design in which feedback level and inconsistency were constructed as binary categories, and the other with a continuous design of...