Consumer Desire for Uniqueness in High Tech Products

Raj Devasagayam; Donald Krause

doi:10.65301/dias.2015.11.1.273

Articles 22 Edition of DTR Oct 2014 – Sep 2015

DOI 10.65301/dias.2015.11.1.273

Consumer Desire for Uniqueness in High Tech Products

Authors

Chair and Professor of Marketing, The Douglas T. Hickey Chair in Business , Siena College, New York, U.S.A. Sales Manager, Nickelodeon Group, U.S.A.

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87 Downloads

Published 2015-09-30

Pages 31-36

Abstract

This research examines the role of uniqueness in a high tech product marketing strategy. Primary data is used to uncover information important for high technology firms in regards to consumer personality type and their desire for unique high technology products. By using the information provided, a high technology firm could lower the level of uncertainty associated with high technology products. Our findings are of interest to managers involved in marketing high technology products and academician engaged in this stream of research.

Keywords

High tech products, product uniqueness, consumer desire for uniqueness, marketing implications

References

• Anderberg, Marc, and Froeschle. “Rethinking Technology Classification: An Alternative Approach to Discussing Texas Technology Skills Shortages.” Beyond the Numbers. Web.
• Cooper, R. G., & Kleinschmidt, E. J. (2007). Winning businesses in product development: The critical success factors. Research Technology Management, 50(3), 52–66.
• Cooper, R. G. (1994). New products: The factors that drive success. International Marketing Review, 11(1), 60–79.
• Eckholm, Erik (2011). “Where Worship Never Pauses.” The New York Times, 9 July. Web.
• “Electronic Cigarette Burning Into U.S. Market.” (2009). NBC Chicago, 2 June. Web.
• Gerhard, D., Brem, A., Baccarella, C., & Voigt, K. (2011). Innovation management and marketing in the high-tech sector: A content analysis of advertisements. International Journal of Management, 28(1), 330–348.
• Gosling, S. D., Rentfrow, P. J., & Swann, W. B., Jr. (2003). A very brief measure of the Big Five personality domains. Journal of Research in Personality, 37, 504–528.
• “Investing in America’s Future.” (2006). National Science Foundation, September. Web.
• Lynn, M., & Harris, J. (1997). The desire for unique consumer products: A new individual differences scale. Psychology & Marketing, 14(6), 601–616.
• McCracken, Harry (2011). “It Just Doesn’t Work: Why New Tech Products Are Increasingly Unsatisfying.” TIME, 28 July. Web.
• Mohr, J. (2000). The marketing of high-technology products and services: Implications for curriculum content and design. Journal of Marketing Education, 22(3), 246–259.
• Nanowerk (2011). “IBM and Intel Lead Group to Invest $4.4bn in Next-generation Chip Technology in New York.” Web.
• Phillips, Theresa (2010). “Enzyme Biotechnology – Everyday Uses for Enzymes.” Web.
• Renn, Ortwin, and Mihail Roco (2005). “Nanotechnology and the Need for Risk Governance.” Web.
• Schneiders, Sascha (2010). Apple’s Secret of Success – Traditional Marketing vs. Cult Marketing. Munich: GRIN.
• Tian, Kelly T., Bearden, William O., & Hunter, Gary L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research, 28 (June), 50–66.
• West, Darrell M. (2011). “Technology and the Innovation Economy.” Brookings Institution. Web.

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How to Cite

Raj Devasagayam, Donald Krause . (2015). Consumer Desire for Uniqueness in High Tech Products. DIAS Technology Review, 11(1), 31-36.

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[1] • Anderberg, Marc, and Froeschle. “Rethinking Technology Classification: An Alternative Approach to Discussing Texas Technology Skills Shortages.” Beyond the Numbers. Web.

[2] • Cooper, R. G., & Kleinschmidt, E. J. (2007). Winning businesses in product development: The critical success factors. Research Technology Management, 50(3), 52–66.

[3] • Cooper, R. G. (1994). New products: The factors that drive success. International Marketing Review, 11(1), 60–79.

[4] • Eckholm, Erik (2011). “Where Worship Never Pauses.” The New York Times, 9 July. Web.

[5] • “Electronic Cigarette Burning Into U.S. Market.” (2009). NBC Chicago, 2 June. Web.

[6] • Gerhard, D., Brem, A., Baccarella, C., & Voigt, K. (2011). Innovation management and marketing in the high-tech sector: A content analysis of advertisements. International Journal of Management, 28(1), 330–348.

[7] • Gosling, S. D., Rentfrow, P. J., & Swann, W. B., Jr. (2003). A very brief measure of the Big Five personality domains. Journal of Research in Personality, 37, 504–528.

[8] • “Investing in America’s Future.” (2006). National Science Foundation, September. Web.

[9] • Lynn, M., & Harris, J. (1997). The desire for unique consumer products: A new individual differences scale. Psychology & Marketing, 14(6), 601–616.

[10] • McCracken, Harry (2011). “It Just Doesn’t Work: Why New Tech Products Are Increasingly Unsatisfying.” TIME, 28 July. Web.

[11] • Mohr, J. (2000). The marketing of high-technology products and services: Implications for curriculum content and design. Journal of Marketing Education, 22(3), 246–259.

[12] • Nanowerk (2011). “IBM and Intel Lead Group to Invest $4.4bn in Next-generation Chip Technology in New York.” Web.

[13] • Phillips, Theresa (2010). “Enzyme Biotechnology – Everyday Uses for Enzymes.” Web.

[14] • Renn, Ortwin, and Mihail Roco (2005). “Nanotechnology and the Need for Risk Governance.” Web.

[15] • Schneiders, Sascha (2010). Apple’s Secret of Success – Traditional Marketing vs. Cult Marketing. Munich: GRIN.

[16] • Tian, Kelly T., Bearden, William O., & Hunter, Gary L. (2001). Consumers’ need for uniqueness: Scale development and validation. Journal of Consumer Research, 28 (June), 50–66.

[17] • West, Darrell M. (2011). “Technology and the Innovation Economy.” Brookings Institution. Web.