Our research examines the role of prior knowledge in learning about really new products that make existing product knowledge obsolete. Those with higher prior knowledge incorrectly generalize from their knowledge of existing products in the same product market and assume that they already know...

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...

The goal of this research is to improve preference measurement for really new products. An initial assumption validated in the first study is that consumers have greater uncertainty when estimating the usefulness of really new products than they have with incremental new products. Consumers cope...