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...

This paper examines the interplay of social and temporal distance on consumers’ responses to others’ recommendations. Drawing on research on psychological distance and the “fit” literature, the authors hypothesize that others’ recommendation is more persuasive when the construal levels...

The goal of this report is to add to and complement other nudging resources by: 1. Providing an organizational framework that identifies dimensions along which nudging approaches could be categorized. 2. Presenting a number of short case studies. 3. Giving the practitioner (the choice architect)...

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...

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...

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...

Prior research on intertemporal choice has demonstrated that people’s preferences can be impacted by the temporal distance. Specifically, Trope and Liberman (2003) shows that when we make a choice for the future, we tend to think much more about how desirable a certain option is. However, when...

In this research, we examine the impact of imagination-focused visualization on the evaluation of really new products (RNPs). We compare imagination-focused visualization with memory-focused visualization and demonstrate that focusing on the imaginative aspects of an RNP leads to higher...