Prior research has established that categorization plays a central role in new product learning. Very little is known, however, about category-based learning under conditions of categorization ambiguity. Of particular interest is whether and under what circumstances consumers might employ a...

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, 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...

Prior research has established that categorization plays a central role in new product learning (Sujan, 1985). Very little is known, however, about the operation of this commonly studied category-based learning process under conditions of categorization ambiguity. Categorization ambiguity exists...