Process Versus Outcome - Focused Simulation and the Evaluation of New Products: The Temporal Effects on the Affective and Cognitive Dimensions

ADVANCES IN CONSUMER RESEARCH, Vol. 37, Margaret C. Campbell, Jeff Inman, Rik Pieters, eds., Duluth, MN: Association for Consumer Research, 2010

Posted: 4 Aug 2011

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Gal Zauberman

Yale

Min Zhao

University of Toronto - Rotman School of Management

Date Written: 2010

Abstract

In this research, we examine how manipulating the type of information processing mode (cognitive vs. affective) at a different point of time elicits the unique effects of process and outcome simulation on the evaluation of RNPs. Our findings indicate that in an instant evaluation scenario, outcome simulation under a cognitive mode or process simulation under an affective mode is more effective in increasing the evaluation of RNPs. However, a reversal of this result pattern emerged (i.e., outcome under an affective mode or process simulation under a cognitive mode is more effective) after we introduce a distant future time frame.

Suggested Citation

Hoeffler, Steve and Zauberman, Gal and Zhao, Min, Process Versus Outcome - Focused Simulation and the Evaluation of New Products: The Temporal Effects on the Affective and Cognitive Dimensions (2010). ADVANCES IN CONSUMER RESEARCH, Vol. 37, Margaret C. Campbell, Jeff Inman, Rik Pieters, eds., Duluth, MN: Association for Consumer Research, 2010. Available at SSRN: https://ssrn.com/abstract=1905023

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Gal Zauberman

Yale ( email )

165 Whitney Avenue
New Haven, CT 06511
United States

Min Zhao

University of Toronto - Rotman School of Management ( email )

105 St. George Street
Toronto, Ontario M5S 3E6 M5S1S4
Canada

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