Innovative product development with consideration for consumer’s perception of novelty

Success of the innovative products and services’ commercialization depends on the degree of satisfaction of the prospective purchaser’s needs. Marketing experts and technologists, product engineers have to take into account psychophysiological abilities of a person when modifying existing goods and services or developing the new ones. There is a need for new research instruments, methods, approaches for studying emotional perception of the new products by customers according to their age, gender and other characteristics.