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PurposeThe purpose of this paper is to develop a scale for measuring consumer doubt toward new products.Design/methodology/approachThe scale was developed in several steps. A large pool of items to represent consumer doubt was generated. Experts reviewed the scale items for conciseness and clarity. An exploratory factor analysis to examine the unidimensionality, convergent validity, and discriminant validity of each construct was conducted. The model was then validated using partial least squares modeling. Finally, the scale and its form were validated, and potential response biases assessed. Data from three studies were used.FindingsThe results show that by focusing on reasons for deference, rather than acceptance, the scale yields new insight into innovation success and failure. The CDNP scale is a reliable and valid measurement instrument to assess consumer doubt toward new products.Research limitations/implicationsFor researchers, the results show that only considering positive aspects on innovation adoption can lead to only a partial understanding of how innovation diffuses in the market.Practical implicationsBy overcoming consumer doubt at early stages of innovation launch, companies could overcome problems related to innovation failure.Originality/valueThe literature on innovation adoption has almost exclusively focused on why innovations succeed by examining consumer acceptance of innovations. Yet, a potentially more serious issue that would need to be tackled is why innovations fail. This paper focuses on consumer doubt toward new products, i.e. a lack of conviction that a new product will fulfill its promises. Three studies show that the scale of consumer doubt is valid, and it provides new insights into innovation adoption.

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The value of early customer input has long been recognized by companies. However, especially when breakthrough technologies are involved, more insight in valuable methods for collecting early customer input is needed. In this paper, we propose a method to evaluate a breakthrough technology with customers. First, a creative process should point out applications of the breakthrough technology. Applications allow customers to imagine the benefits of the technology behind it. By using early concept narratives, typically scenarios of somebody using and interacting with the application, this imagination process is enhanced.When no prototypes are available yet, it appears that narratives and visuals allow customers to really "see" the new world of the application, a process called transportation, which is a mix of imagery, feelings, and attention. In an experiment in which we make use of a case of an application of a breakthrough technology, we provide empirical support for our claim that early concept narratives could be a valuable tool to get valid customer reactions. Furthermore, we show which kind of visual format the applications should have in order to optimize transportation. The results of this study will support decision making about how to pursue breakthrough application evaluations early in the product development process.

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