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
Date Written: 2010
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.
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