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User-product interaction in new product encounters : prominence of user expertise

Kuleli, Kerem
User-product interaction is a multi-dimensional, multi-faceted and multi-modal everyday encounter. This study concentrates on the two most prominent actors of this interaction, namely, the user and the product, whereby user expertise and product innovativeness are given special attention. Prominence of user expertise in new product encounters, especially those with innovative products, is established through the findings of two case studies.