Abstract

This paper examines impacts that cultural resources can have on the success of innovation-promotion efforts. We explore how cultural structures can imbue messages with different cognitive, affective, and behavioral qualities, bridging gaps resulting from uncertainty and ambiguity, and improving the chances of innovation success. The study uses a web-administered experiment that tracks responses to an innovation-promoting ad, showing how varying degrees of innovativeness are associated with varying levels of culturally-caused impacts, and exploring mediating variables. We examine how increasingly innovative (more complex, more ambiguous) products, associated with lower perceived informativeness, gain better cognitive, affective, and behavioral consumer responses due to their association with cultural resources, belonging to a favorable “Cultural Resource Set.”

摘要

本文考察了文化资源对创新促进工作成功的影响。我们探索文化结构如何使信息具有不同的认知、情感和行为品质，弥合不确定性和模糊性造成的差距，并提高创新成功的机会。该研究使用网络管理的实验来跟踪对促进创新的广告的反应，展示不同程度的创新如何与不同程度的文化影响相关联，并探索中介变量。我们研究了越来越创新（更复杂、更模糊）的产品，与较低的感知信息量相关联，由于它们与文化资源的关联，如何获得更好的认知、情感和行为消费者反应，