Process-Versus Outcome-Focused Simulation and the Evaluation of New Products: the Temporal Effects on the Affective and Cognitive Dimensions"Process-Versus Outcome-Focused Simulation and the Evaluation of New Products: the Temporal Effects on the Affectiv

In this research, we examine how manipulating the type of information processing mode (cognitive vs. affective) at a different point of time elicits the unique effects of process and outcome simulation on the evaluation of RNPs. Our findings indicate that in an instant evaluation scenario, outcome simulation under a cognitive mode or process simulation under an affective mode is more effective in increasing the evaluation of RNPs. However, a reversal of this result pattern emerged (i.e., outcome under an affective mode or process simulation under a cognitive mode is more effective) after we introduce a distant future time frame

Between a Rock and a Hard Place: Desirability Based Attenuation of the Attraction Effect

Many important decisions involve choosing between options that are undesirable -the proverbial "lesser of two evils." Five studies show that attraction effect is observed in desirable domains, but not in undesirable domains. We further demonstrate that a processing shift in desirable domains is the main driver of this asymmetric effect. [to cite]

Consumers' response to really new products: A cohesive synthesis of current research and future research directions

The past decades have witnessed an abundance of research on how consumers learn about, evaluate, and adopt really new products (RNPs)—products that are hard to define using existing product categories and require behavioural changes. Yet, every year, RNPs fail to garner consumer enthusiasm despite promising interesting new features and benefits. The goal of this research is to synthesise extant RNP knowledge with a focus on consumer behaviour and identify future research opportunities. To that end, we screened 587 papers published in marketing journals related to new products and focused on all those that specifically examine consumers’ reaction to new products (53 core papers). We build their findings into a cohesive framework illuminating how consumers learn about RNPs and evaluate their novel benefits considering the uncertainty surrounding these benefits. We also derive recommendations for managers to communicate the utility of a RNP more effectively. We conclude by identifying under-researched aspects and offering suggestions for future research

Preference Exploration and Learning: The Role of Intensiveness and Extensiveness of Experience

In this article, the authors partition the construct of experience into intensiveness (i.e., amount) and extensiveness (i.e., breadth) and examine the impact of the two specific types of experience on preference learning. In the first three studies, the authors' theory that experience can be partitioned into intensiveness (i.e., amount) and extensiveness (i.e., breadth) of experience and that extensiveness has a greater impact on preference learning is supported in environments where prior experience is measured. Further, in study 4 they demonstrate that extensiveness or breadth of experience exerts a larger influence on preference learning in an experiment where each unique type of experience is manipulated as well as measured. (C) 2012 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved

Overcoming the negative role of nostalgia in consumer reactions to automated products

Automated products that take over tasks that consumers used to carry out themselves are becoming increasingly sophisticated, but consumers continue to resist such innovations. Drawing on the status quo bias as a theoretical framework, this article investigates the role of nostalgia in consumer reactions to product automation in a series of six experiments with almost 1,500 participants. The first four experiments converge on a consistent finding: a high (vs. low) degree of automation reduces consumers’ nostalgic feelings about past consumption episodes, which in turn decreases nostalgia-prone consumers’ product evaluations. Against this backdrop, we conduct two additional experiments to determine how firms’ communication tactics can overcome the negative role of nostalgia proneness in consumer reactions to automated products. We conclude that managers involved in the marketing of automated products should assess the level of nostalgia in their target groups, and align both their intended positioning for the automated product and the decision to automate critical tasks within the product design that may evoke nostalgic feelings in consumers. Furthermore, when consumers are nostalgia-prone, managers should craft their launch communication tactics such that the focus is diverted from the automated task itself