Mental Simulation and the Evaluation of New Products: The Affective and Cognitive Dimensions of Process Versus Outcome-Focused Thoughts

ADVANCES IN CONSUMER RESEARCH, Vol. 36, pp. 726-727, Ann L. McGill, Sharon Shavitt, eds., Duluth, MN: Association for Consumer Research, 2010

Posted: 4 Aug 2011

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Min Zhao

University of Toronto - Rotman School of Management

Gal Zauberman

Yale

Date Written: April 1, 2010

Abstract

In this research we examine the role of process vs. outcome-focused mental simulation in new product evaluation. We first show that consumers naturally focus on product benefits when they evaluate incrementally new products (INPs), but have a more balanced focus on both the benefits and process of using the product for really new products (RNPs). Based on these natural evaluation tendencies, we demonstrate that while evoking process simulation has no impact on RNPs, for INPs it activates the naturally ignored information and leads to a shift in evaluation.

Further, we show how manipulating the type of information processing mode (cognitive vs. affective) elicits unique effects within process and outcome simulation on the evaluation of RNPs. The mediating role of performance uncertainty is discussed.

Suggested Citation

Hoeffler, Steve and Zhao, Min and Zauberman, Gal, Mental Simulation and the Evaluation of New Products: The Affective and Cognitive Dimensions of Process Versus Outcome-Focused Thoughts (April 1, 2010). ADVANCES IN CONSUMER RESEARCH, Vol. 36, pp. 726-727, Ann L. McGill, Sharon Shavitt, eds., Duluth, MN: Association for Consumer Research, 2010. Available at SSRN: https://ssrn.com/abstract=1905170

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 M5S1S4
Canada

Gal Zauberman

Yale ( email )

165 Whitney Avenue
New Haven, CT 06511
United States

Register to save articles to
your library

Register

Paper statistics

Abstract Views
445
PlumX Metrics