Bont, C. de

Sujan, H.

Sujan, M.

Verhallen, T.M.M.

English

Research Papers in Economics

 
Autobiographical anticipations: 
Implications for New Product 
Concept Testing 
 
 
 
 
 
Mita Sujan, Penn State University, 
USA 
Harish Sujan, Penn State University, 
USA 
Theo Verhallen, Tilburg University, 
The Netherlands 
Cees de Bont, HBRC, Philips,  
The Netherlands 
  
  2
 
Methods for early product concept 
testing 
 
 
 
 
 
 
-'why'-methods 
-'how'-methods 
  
  3
 
Autobiographical anticipations 
 
 
 
-autobiographical memories 
 
-simulating the future 
 
-involve the self 
-involve contextual detail 
-involve imagery 
-involve affect 
-influence atitudes 
  
  4
 
Method 
 
design 2x2 
-how vs why 
-fear vs fun 
 
Philips stimuli 'vision of the future' 
-10 new concepts 
videotapes plus sheet 
5 vs 5 fear - fun 
counterbalanced 
 
Subjects 
-N=60 about 16 years old 
30 vs 30 how - why 
 
Date fieldwork may 9, 1996.  
  5
Questionaire / Data 
 
Introduction 
 
Q1 Why would you use this product in 
the future? Give some reasons for this. 
Q1 How would you use this product in 
the future? Describe some situations 
that clearly indicate how you would use 
the product. 
 
Q2 11 rating scales 
..for me.. 
..would I buy.. 
..is realistic.. 
..is funny.. 
..provides solution.. 
 
Q3 Could you describe in a few lines 
what ....... (concept) is?  
  6
Results / Expectations 
 
'how vs why' 
 
 
 
some early indications 
 
'how' leads to 
 
-more anxiety for 'fear' 
-more positive thinking for 'fun' 
-more analytic 
-more descriptions?  
  7
Results / Expectations-2- 
 
 
 
open questions need a lot of 
coding/theory in terms of: 
 
 
-self related 
-affect 
-detail 
-influencial 
-descriptive categories 
 
evaluations 
 
-richness 
-emotion  
  8
Discussion 
 
 
Experimental setting 
-smaller groups 
-imagery / fantasy 
 
Questions 
-more elaborate 
 
Contingency 
-type of person: young vs old 
-type of product 
 
Presentation format 
-sketch vs video 
-sketch vs final concept 
 

Autobiographical anticipations: Implications for new product concept testing.

Abstract

Similar works

Full text

Available Versions

Research Papers in Economics