Perceived product newness from the consumer´s perspective: literature review and empirical analyses

In increasingly saturated and fast-paced markets, the perceived newness of products—rather than objective innovativeness—plays a critical role in influencing consumer decision-making. This dissertation explores the concept of Perceived Product Newness (PPN) from the consumer’s perspective, combining a comprehensive literature review with a series of empirical studies to investigate the determinants, mechanisms, and outcomes of PPN at the point of sale. The aim is to offer both theoretical clarity and practical insights for marketers seeking to strategically leverage newness perceptions. Chapter 2 presents a systematic literature review of the PPN concept. Drawing on empirical, conceptual, and meta-analytical research, the chapter synthesizes findings on the antecedents and consequences of PPN. Key determinants include product design elements (e.g., packaging, labeling, innovation claims), marketing communications, and contextual factors like market trends and consumer involvement. The review also identifies PPN's outcomes, such as increased attention, product evaluation, purchase intention, and willingness to pay. A significant contribution of this chapter is the identification of ambiguity in the use of the term “newness”, which spans objective innovation, subjective perception, and contextual novelty. It concludes with a structured agenda for future research and managerial implications for creating consistent and effective PPN strategies. Chapter 3 reports a series of experimental studies testing how product design cues at the point of sale influence PPN and downstream consumer responses. Grounded in consumer psychology and marketing theory, the experiments manipulate package shape deviation, benefit claims (functional vs. emotional), and explicit newness cues, and examine their effects on perceived newness, perceived value, and purchase intention. Findings from four studies reveal that deviations from the category prototype—particularly in packaging shape—enhance PPN, especially when coupled with benefit claims or newness signals. Importantly, the type of benefit claim (emotional vs. functional) moderates the strength of the effect, and a monetary evaluation study confirms that consumers are willing to pay more for products they perceive as new. Mediation analyses show that perceived value and product uniqueness serve as psychological mechanisms underlying the effect of design cues on purchase behavior. Chapter 4 synthesizes the key insights from the literature review and experimental analyses. It concludes that PPN is a multi-dimensional, context-sensitive construct that can be deliberately shaped through product and packaging design, communication strategies, and category management. The dissertation offers three primary contributions: A conceptual clarification of PPN that integrates scattered research and resolves definitional inconsistencies. Empirical evidence demonstrating how subtle design elements and positioning strategies can be used to enhance perceptions of newness. A set of managerial implications for developing more effective product launches and in-store marketing initiatives. Overall, this dissertation deepens the understanding of how consumers form perceptions of newness and provides actionable insights for firms seeking to stand out in increasingly competitive retail environments. It calls for more attention to subjective consumer perceptions in innovation research and offers a roadmap for future exploration of this critical yet underexamined construct.