Ajmal Hafeez

Foundation University

University of the Punjab

Universitetet i Sørøst-Norge

Dissertation Title: Promoting Upskilling: How a Situational Growth Mindset Increases Consumers’ Adoption of Really New Products.This dissertation addresses a specific problem: radically new products often fail because consumers do not always have the ability to understand the new products and their functional benefits.The results from six empirical studies suggest one way for companies to overcome this problem. In their marketing communication, companies must emphasize… Vis mer Dissertation Title: Promoting Upskilling: How a Situational Growth Mindset Increases Consumers’ Adoption of Really New Products.This dissertation addresses a specific problem: radically new products often fail because consumers do not always have the ability to understand the new products and their functional benefits.The results from six empirical studies suggest one way for companies to overcome this problem. In their marketing communication, companies must emphasize upskilling or ways in which their new products can improve consumers’ skills and capabilities. Not all people at all times react to upskilling communication with the same desire to learn new skills. For upskilling communication to be effective, companies should ensure that consumers are in a state of growth mindset, which means that they believe in their ability to learn and grow. Overall, this dissertation enhances our understanding of ways to increase consumer adoption of really new products. Vis mindre

Universitetet i Agder (UiA)

President

Associated with Ajmal Hafeez

Active Member

Associated with Ajmal Hafeez