Matching Time Perspective and Visualization Aids to Enhance New Product Evaluation

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  

Steve Hoeffler

Vanderbilt University - Marketing

Min Zhao

University of Toronto - Rotman School of Management

Darren W. Dahl

University of British Columbia (UBC) - Sauder School of Business

Date Written: August 1, 2010

Abstract

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.

Suggested Citation

Hoeffler, Steve and Zhao, Min and Dahl, Darren W., Matching Time Perspective and Visualization Aids to Enhance New Product Evaluation (August 1, 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=1905165

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Min Zhao

University of Toronto - Rotman School of Management ( email )

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

Darren W. Dahl

University of British Columbia (UBC) - Sauder School of Business ( email )

2053 Main Mall
Vancouver, BC V6T 1Z2
Canada
604-822-8346 (Phone)

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