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, 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...