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How does innovation drive consumer behavior changes?

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Innovation is the process of creating new or improved products, services, processes, or business models that meet the needs or wants of consumers or producers. Innovation can have a significant impact on consumer behavior, which is the study of how people make decisions about what, when, where, how, and why they buy or use goods and services. In this article, you will learn how innovation drives consumer behavior changes in four main ways: by creating new value propositions, by influencing preferences and expectations, by enabling new forms of consumption, and by affecting social and environmental factors.

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NELSON WANDERI MACHARIA

Economist, Researcher, Statistician, HR enthusiast, Peer Counselor and Writer at EconoChronicles.
Dr-Ahmed tourky

internal Auditor at Egyption tax authority

1 New value propositions

One of the most obvious ways that innovation drives consumer behavior changes is by creating new value propositions for consumers. A value proposition is the benefit or solution that a product or service offers to a customer, compared to its cost and alternatives. Innovation can create new value propositions by introducing new features, functions, designs, or experiences that solve existing problems, meet unmet needs, or create new desires for consumers. For example, smartphones created a new value proposition by combining multiple functions, such as communication, entertainment, information, and productivity, into one device. Consumers who value convenience, versatility, and personalization may be more likely to adopt and use smartphones than other devices.

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NELSON WANDERI MACHARIA

Economist, Researcher, Statistician, HR enthusiast, Peer Counselor and Writer at EconoChronicles.
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Innovation shapes consumer behavior through evolving value propositions. These propositions that may be defined as the benefits or solutions a product provides relative to cost and alternatives are instrumental in driving choices. Innovations introduce novel features or experiences that address existing issues or unmet needs. Through smartphones for instance; amalgamating communication, entertainment, information and productivity are crafted in a distinct value proposition. Consumers favoring convenience, versatility and personalization found smartphones more compelling than conventional devices, thereby influencing their adoption.

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Dr-Ahmed tourky

internal Auditor at Egyption tax authority
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Innovation profoundly impacts consumer behavior through the introduction of new products, enhanced convenience, technological advancements, and changes in communication channels. The personalization enabled by data analytics and AI, along with a focus on environmental and social impact, plays a pivotal role. Innovations in behavioral economics, gamification, and immersive technologies like AR and VR shape consumer decisions. The evolving landscape sets new expectations, prompting consumers to align with the latest trends. Creative marketing strategies further influence perceptions. Ultimately, businesses attuned to these innovations can effectively connect with consumers, driving market success.

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Abdulrahman AlShurafaa

Economist at KFU l Applied Economics l FinTech l Business Development l Business Analysis l Project Management l Sustainable Development
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Existing products can be enhanced through innovations, making them more appealing or convenient. Consider the evolution of automobiles, with advancements in fuel efficiency, safety features, and entertainment systems influencing consumer choices.

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Thomas Knox, DipPFS, EFA?

Associate Wealth Consultant @ deVere Switzerland | Expert in Swiss & International Financial Planning
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Solving unrecognized problems Enhancing existing solutions Personalizing experiences Raising expectations Creating new consumption patterns Disrupting traditional industries

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2 Preferences and expectations

Another way that innovation drives consumer behavior changes is by influencing preferences and expectations of consumers. Preferences are the subjective tastes and opinions that consumers have about different products or services, based on their personal, cultural, and situational factors. Expectations are the beliefs and standards that consumers have about the performance, quality, or satisfaction of a product or service, based on their prior knowledge, experience, or information. Innovation can influence preferences and expectations by creating new categories, standards, or benchmarks for consumers to compare and evaluate products or services. For example, online streaming services created a new category of entertainment that influenced consumers' preferences and expectations for content, convenience, and cost. Consumers who prefer variety, flexibility, and affordability may be more likely to choose streaming services over traditional media.

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Abdulrahman AlShurafaa

Economist at KFU l Applied Economics l FinTech l Business Development l Business Analysis l Project Management l Sustainable Development
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The impact of innovation on consumer behavior can vary across cultures, shaped by social norms, traditions, and values. For example, the acceptance of new technologies like virtual reality may differ significantly between regions.

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Sagar Agrawal

Founder at Qubit Capital | Investment Banker | Helping Startups Raise Funds Globally
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From my observation, as new technologies and products emerge, they often set new standards, leading consumers to expect more from their purchases. For example, the advent of smartphones transformed expectations around mobile communication and entertainment. Consumers now expect more functionality and convenience from their devices. This shift in expectations then influences their buying decisions and preferences. As a result, companies that innovate and meet these evolving expectations tend to attract more customers, while those that don't may lose relevance. Innovation, therefore, is a key driver in the ever-changing landscape of consumer behavior.

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3 New forms of consumption

A third way that innovation drives consumer behavior changes is by enabling new forms of consumption for consumers. Consumption is the process of using or disposing of a product or service, which can involve different modes, contexts, or outcomes. Innovation can enable new forms of consumption by creating new platforms, channels, or models that change how, where, when, or why consumers use or dispose of products or services. For example, ride-sharing services enabled a new form of consumption by creating a platform that connects drivers and passengers, a channel that allows consumers to access transportation on demand, and a model that reduces the need for car ownership. Consumers who value convenience, efficiency, and sustainability may be more likely to use ride-sharing services than other modes of transportation.

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Sagar Agrawal

Founder at Qubit Capital | Investment Banker | Helping Startups Raise Funds Globally
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Innovation drives changes in consumer behavior by introducing new forms of consumption. Based on my experience, when innovative products or services enter the market, they often create novel consumption patterns. For example, the rise of streaming services transformed how people consume media, shifting from traditional TV to on-demand viewing. Similarly, innovations in e-commerce and mobile payments have changed shopping behaviors, making online purchases more prevalent. These new forms of consumption arise as consumers adapt to and embrace the convenience, efficiency, or enhanced experience offered by innovations, leading to a significant shift in how they interact with products and services in their daily lives.

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Thomas Knox, DipPFS, EFA?

Associate Wealth Consultant @ deVere Switzerland | Expert in Swiss & International Financial Planning
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Sharing and Access over Ownership: Subscription and rental models Sharing economy platforms Collaborative consumption Experiences over Possessions: Focus on experiential travel Rise of the "experience economy Personalization and customization

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4 Social and environmental factors

A fourth way that innovation drives consumer behavior changes is by affecting social and environmental factors that influence consumers. Social factors are the external influences that affect consumers' attitudes, beliefs, values, norms, or behaviors, such as family, friends, peers, groups, or culture. Environmental factors are the external conditions that affect consumers' opportunities, constraints, or risks, such as economy, politics, law, technology, or ecology. Innovation can affect social and environmental factors by creating new opportunities, constraints, or risks for consumers, or by changing their attitudes, beliefs, values, norms, or behaviors. For example, social media created new opportunities for consumers to communicate, share, and interact with others, but also created new constraints and risks, such as privacy, security, or misinformation. Consumers who value social connection, expression, and participation may be more likely to use social media than other forms of communication.

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Thomas Knox, DipPFS, EFA?

Associate Wealth Consultant @ deVere Switzerland | Expert in Swiss & International Financial Planning
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Shifting Priorities: Sharing & access: Subscription models, rental platforms, shared experiences. Experiences over possessions: Travel, workshops, adventures, personalized experiences. Sustainability & ethics: Conscious consumerism, second-hand, local & ethical businesses. Tech-driven Consumption: VR & AR experiences: Virtual shopping, travel, education. Metaverse: Virtual avatars, digital assets, immersive experiences. AI-powered personalization: Tailored recommendations, product suggestions.

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Shannon Harper

Marketing Director @ DBeaver ??
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Both AI and new digital policies are reshaping digital consumer behavior. A year ago, a post with a lot of emojis could boost engagement, but now they often signal AI use, reducing interaction. I also foresee Google's email policy changes pushing more SMS and paid LinkedIn InMail campaigns.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Abdulrahman AlShurafaa

Economist at KFU l Applied Economics l FinTech l Business Development l Business Analysis l Project Management l Sustainable Development
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Innovations can expose consumers to new possibilities and values, potentially altering their preferences and priorities. For instance, the growing awareness of environmental concerns has led to a surge in demand for sustainable products.

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Siavash Eftekhari

Financial & Economic advisor to Board of Directors at CinnaGen Co.
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Innovation is a powerful force that drives consumer behavior by introducing new value propositions, reducing costs and improving convenience, addressing unmet needs, transforming industries, and influencing social trends. Examples of innovation driving consumer behavior changes include the growth of e-commerce, the rise of subscription services, the use of personalization and AI-powered recommendations, and the increasing demand for sustainability and ethical consumerism. Companies that embrace innovation are better positioned to adapt to changing consumer preferences and capture new market opportunities.

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How does innovation drive consumer behavior changes?

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5

1 New value propositions

2 Preferences and expectations

3 New forms of consumption

4 Social and environmental factors

5 Here’s what else to consider

Economics

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How does innovation drive consumer behavior changes?

1

2

3

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5

1 New value propositions

2 Preferences and expectations

3 New forms of consumption

4 Social and environmental factors

5 Here’s what else to consider

Economics

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