Browsing BI Open by Author "Sääksjärvi, Maria"
Now showing items 1-2 of 2
-
From mental pictures to mental movies: a new approach to positioning of innovations
Sääksjärvi, Maria (Peer reviewed; Journal article, 2023)Purpose As innovations introduce novel benefits to customers, they would need to be positioned in a way that sets them apart in the market. The purpose of this paper is to propose a novel approach for the positioning of ... -
Measuring individual differences in active smelling to evaluate products – The ENFAS-Instrument
Koller, Monika; Salzberger, Thomas; Floh, Arne; Zauner, Alexander; Sääksjärvi, Maria; Schifferstein, Hendrik N.J. (Journal article; Peer reviewed, 2023)Consumers evaluate products with all their senses but exhibit considerable variability in the extent to which they actively use and rely on a specific sense. We know little about the variability in consumers’ propensity ...