For many companies, the ability to innovate is a critical success factor. However, numerous product innovations fail, making them a highly unpredictable risk. From the customers' perspective, these failures are often attributed to inappropriate product design or inadequate product communication. Stefanie Regier therefore examines which factors influence product evaluation and the acceptance decision of consumers regarding radical innovations. Based on this, she develops a model to assist with their market introduction and communication. The connection between schema theory and the theory of planned behavior proves to be a beneficial concept in this context. The validation of the model against reality provides valuable insights for the successful market launch of radical innovations.