Purpose – The purpose of this paper is to develop a scale for measuring consumer doubt toward new products. Design/methodology/approach – The scale was developed in several steps. A large pool of items to represent consumer doubt was generated. Experts reviewed the scale items for...

Purpose – Product design is an important marketing variable. Most literature about consumer preference for product design focuses on aesthetic product value. However, the appearance of a product also influences consumer perception of functionalities, quality, and ease of use. This paper...