Effects of Difference Age and Information Searching Level on Attitudes toward Innovative Product

Innovation is no longer the purview of high-tech industries; it blossoming in home appliances and cosmetics sectors. However, consumers’ anxiety about risk new products prevents them from reaping benefits innovation. This driven by customer’s lack prior information on products. study examines how difference age between chronological consumers their cognitive affects willingness to search for innovative products, leading reduced new-product anxiety. According a survey participants who actually bought an product, we found that searched more when they perceived themselves be younger than (a high age). Where did not proactively (due low age), could encouraged do this through marketing campaigns. Together, these findings expand our understanding can leveraged digital enable companies strategically reach planning or launching