Data underlying the publication: "Typical Atypicalities: An Exploratory Study on Factors Predicting Atypicality in New Products and Their Associations with Consumer Responses"

One of the factors predicting the success of new products is how atypical consumers perceive a new product to be. Existing studies in separate research domains have shown how individual factors can predict atypicality perceptions.

Yet, no research to date has combined these individual factors to examine whether these are all the predictors for atypicality or whether there are more reasons underlying consumer perceptions of atypicality. With an exploratory, qualitative method, the current research examines the factors predicting consumers’ atypicality perceptions. The findings support the existence of seven factors that were previously identified in existing research, and reveal two new factors predicting atypicality perceptions.