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Wilfrid Laurier University School of Business & Economics
September 16, 2014
Canadian Excellence

Saaksiarvi - abstract

Date: Wednesday, October 5, 2011
Time: 12:30pm-2pm
Location: Ernst & Young Boardroom
Speaker: Dr. Maria Saaksjarvi (Delft University)
Topic: Rumor has it: The Role of Rumors in Building Curiosity about New Products

Rumors often create expectations about new products before official preannouncements are made about them. While the extant literature has extensively investigated the effect of preannouncements, there is scant research on the influence of rumors. In the current research we examine the role of three factors on the influence of rumors - (1) innovation newness (incremental versus radical) and (2) the ambiguity of the rumors, and (3) the exaggeration of rumors- on the consumer curiosity and purchase intention towards high-tech innovations. The results show that radical innovations may benefit from ambiguous rumors, whereas incremental innovations may gain from less ambiguous rumors. Further, radical innovations (especially in the context of ambiguous rumors) benefit more from exaggerated product information than incremental innovations.