Showing 1 - 3 of 3
Persistent link: https://www.econbiz.de/10009348949
Purchasing products that consumers have not used before (e.g., baby stroller for first time parents or a new product like an iPad) can be a challenge for consumers. In this article, the authors examine how mentally simulating two specific aspects of a product - the product usage process vs. the...
Persistent link: https://www.econbiz.de/10014042935
In this research we examine the role of process vs. outcome-focused mental simulation in new product evaluation. We first show that consumers naturally focus on product benefits when they evaluate incrementally new products (INPs), but have a more balanced focus on both the benefits and process...
Persistent link: https://www.econbiz.de/10014042941