Prof. Abbie Griffin (University of Utah)
- Datum: 01.12.2016
Zeit: 10.30 - 12.00 Uhr
Ort: Ludwigstr. 28, VG, Raum 211b
Titel: Are Innovation Project Selection Decision-Makers Biased Towards High-End Projects?
Managerial decision making idiosyncrasies continue to be pressing issues for academia and practice. Building on implicit attitude theory and evolutionary psychology, we hypothesize that innovation and new product development decision-makers implicitly prefer high-end over low-end innovation projects and that these implicitly held attitudes affect explicit investment decisions. We also argue that firms introduce more high-end than low-end products despite no clear, objective advantage for high-end products. Two experiments and secondary data from consumer packaged goods provide substantial evidence for these hypotheses and thus the existence of a high-end innovation project selection bias. This research extends the existing literature showing that implicit attitudes cause discrimination against people of lesser means by also discriminating against developing low-end project ideas and products, which again may have negative effects for those consumers of lesser means.