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...

New products hold the promise of the future for most companies. Without successful new products, revenues, market share, and profits eventually decline in accordance with product life-cycle models. Thus, new product development is a high priority and a large expenditure item for most companies....

In this research, the authors partition the construct of experience and examine the impact of two specific types of experience on preference learning. Findings from the first study demonstrate that experience affects preference learning. In the next two studies, the authors’ theory that...

We show that the magnitude and direction of the attraction effect is sensitive to the valence of the options considered. We suggest that representation and evaluation of attributes are predictably different in negative domains, where the same attribute that was perceived as a promotion attribute...

Many important decisions that consumers face involve choosing between options that are unattractive or undesirable—the proverbial “lesser of two evils.” Consumers, who face budget or geographical constraints, for example, end up with mostly undesirable consideration sets; yet a choice is...

This study examines the role of visual processing in new product evaluation. The primary goal of this research was to provide insights into the role of visualization content (self-related versus others-related images) in product evaluation as it differentially relates to two separate types of...

This article reports the survey results from attendees at a large US health-care conference. Conference attendees were polled on a number of healthcare reform issues along with some basic demographic information. Few significant differences were found based on respondents’ gender, or...

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...