Theodore J. Noseworthy

My research focuses on how consumers make sense of innovative products and how marketers can better facilitate the adoption of innovation. In particular, a common theme I explore is how consumers make inferential and often biased judgments when evaluating new products. I primarily explore these judgments from a cognitive perspective, with a heavy emphasis on theories of categorization and visual processing. This encompasses everything from how consumers make sense of incremental adjustments to a product’s form, packaging, or functionality to more nuanced changes in how consumers deal with the introduction of radical innovations and the emergence of entirely new product concepts. My research has implications for marketers and public policymakers as it relates to a variety of domains including, but not limited to, food innovation, currency innovation, and the proliferation of technology.