The effect of communicated similarity on interest in complex new products: Can communicated similarity of a complex new product with an existing familiar product increase consumers' coping potential and consequently increase their interest in complex new products?

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The effect of communicated similarity on interest in complex new products: Can communicated similarity of a complex new product with an existing familiar product increase consumers' coping potential and consequently increase their interest in complex new products?

Type: Master thesis
Title: The effect of communicated similarity on interest in complex new products: Can communicated similarity of a complex new product with an existing familiar product increase consumers' coping potential and consequently increase their interest in complex new products?
Author: Broeks, Laura
Issue Date: 2015
Supervisor: Noordewier, M.K.
Faculty: Faculty of Social & Behavioral Sciences
Department: Psychology (Master)
Specialisation: MA Economic and Consumer Psychology
ECTS Credits: 20
Handle: http://hdl.handle.net/1887/32039
 

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