Extent to which the concept is interesting measures a similar dimension.
Extent to which the concept is realistic attempts to capture a similar perception as the credibility dimension. Consumers are used to being disappointed with product promises that raise their expectations but in actuality do not deliver. To the extent that the concept is believable and realistic, consumer reactions should be more positive.
The uniqueness of the concept and its ability to provoke interest measure what we refer to as a novelty factor.
Uniqueness of the concept is a dimension which measures to what extent targeted consumers see it as being different from products which already exist in the marketplace. Unique concepts lend themselves to more successful positioning efforts once they are introduced. In addition, perceived uniqueness moves the proposed product away from the batch of “me-too_ types of products which consumers have difficulty in differentiating. However, uniqueness can also be somewhat misleading. Just because a concept is perceived as being unique does not mean that it will be successful. Many new products have been perceived as being unique but unfortunately too unique! Products which fall too far outside consumer expectations may have built-in problems of consumer adoption.
Extent to which the concept is interesting measures a similar dimension. If consumers perceive the concept as interesting, there exists greater likelihood that they will be attracted to it. This attraction factor can be extremely useful in the introductory stages of the marketing campaign as your bank contends against competition for consumer attention.
There are a number of other dimensions that could be included in a concept test. These are offered as being typical of those that are generally used. Specific concept and target market considerations should also be included in the development of the test itself. In addition, several other considerations should be included. Figure 4-4 shows a sample concept test questionnaire.
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