How “smart” should smart products look? Exploring boundary conditions of the Most-Advanced-Yet-Acceptable (MAYA) principle
Akiike, Atsushi:Sotaro Katsumata:Tohru Yoshioka-Kobayashi:Chris Baumann
『Journal of Business Research』 Vol. 189 Article number 115108 (2025/02/01)
This study examines the effect of smart products’ appearance typicality on purchase intentions and the moderation effect of smart product category knowledge. Previous st…