Devil or angel? How the virtual testing environment can affect product evaluations
Ling Peng
Lingnan University
Yongfu He
Monash University
Xiang Wan
Hong Kong University of Science and Technology
Introduction
New product evaluation testing plays a pivotal role in the new product development process, in which concept testing is a widely used method for estimating ‘customer reactions to a product idea before committing substantial funds to it’ (Moore 1982, p. 279). Concept testing, whether traditional or conjoint (Green & Wind 1975; Lipke 2001; Krieger et al. 2003), is an important tool used to assess the likely market demand...