Conventional wisdom suggests that more concrete and detailed information is helpful in evaluating new products. The current research, however, demonstrates that when consumers use visualization to evaluate new products, the value of concrete versus abstract visualization is dependent on the...

This research examines the role of imagination difficulty on the evaluation of really new products (RNPs) in comparison to incrementally new products (INPs). We extend past research on accessibility utilizing an anticipatory approach where consumers look forward and generate mental images for...

In this research, the authors examine the impact of imagination-focused visualization on the evaluation of really new products (RNPs) - that is, products that provide novel benefits but involve high learning costs. They compare imagination-focused visualization with memory-focused visualization...

In this research, we examine the impact of imagination-focused visualization on the evaluation of really new products (RNPs). We compare imagination-focused visualization with memory-focused visualization and demonstrate that focusing on the imaginative aspects of an RNP leads to higher...

In this research, we examine the impact of visualization aids on new product evaluation under retrospective and anticipatory visualization. We demonstrate that when visualization encourages retrospection (which naturally evokes concrete thoughts), providing concrete visualization aids leads to...

In this research, the authors examine the impact of imagination-focused visualization on the evaluation of really new products (RNPs). They compare imagination-focused visualization with memory-focused visualization and demonstrate that focusing on the imaginative aspects of an RNP leads to...