Matching Time Perspective and Visualization Aids to Enhance New Product Evaluation
Vanderbilt University - Marketing
University of Toronto - Rotman School of Management
Darren W. Dahl
University of British Columbia (UBC) - Sauder School of Business
August 1, 2010
ADVANCES IN CONSUMER RESEARCH, Vol. 37, Margaret C. Campbell, Jeff Inman, Rik Pieters, eds., Duluth, MN: Association for Consumer Research, 2010
In this research, we examine the impact of visualization aids on new product evaluation under retrospective and anticipatory visualization. We demonstrate that when visualization encourages retrospection (which naturally evokes concrete thoughts), providing concrete visualization aids leads to higher product evaluation. However, when the visualization is anticipation-oriented (which naturally evokes abstract thinking), providing more abstract visualization aids leads to higher product evaluation. In addition, we show a reversal of this pattern when people’s natural temporal perspective is reversed. These results demonstrate the importance of the match between the specificity of the visualization aids and temporal perspective on product evaluation.
Date posted: August 4, 2011
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