Visualization and New Product Evaluation: The Role of Memory and Imagination-Focused Visualization

ADVANCES IN CONSUMER RESEARCH, Vol. 34, pp. 235-237, Gavan Fitzsimons, Vicki Morwitz, eds., Duluth, MN, 2010

Posted: 4 Aug 2011

See all articles by Steve Hoeffler

Steve Hoeffler

Vanderbilt University - Marketing

Darren W. Dahl

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

Min Zhao

University of Toronto - Rotman School of Management

Date Written: May 1, 2010

Abstract

In this research, we examine the impact of imagination-focused visualization on the evaluation of really new products (RNPs). We compare imagination-focused visualization with memory-focused visualization and demonstrate that focusing on the imaginative aspects of an RNP leads to higher evaluations. Furthermore, we examine the role of perceived ease or difficulty of visualization on the efficacy of imagination-focused visualization. The results demonstrate that making the imaginative visualization more difficult or easier directly affects the evaluation of the RNP. Finally, we show that the effects of the type of visualization strategy and the difficulty of the visualization task have a limited impact on a more incremental product.

Suggested Citation

Hoeffler, Steve and Dahl, Darren W. and Zhao, Min, Visualization and New Product Evaluation: The Role of Memory and Imagination-Focused Visualization (May 1, 2010). ADVANCES IN CONSUMER RESEARCH, Vol. 34, pp. 235-237, Gavan Fitzsimons, Vicki Morwitz, eds., Duluth, MN, 2010. Available at SSRN: https://ssrn.com/abstract=1905173

Steve Hoeffler (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

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)

Min Zhao

University of Toronto - Rotman School of Management ( email )

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

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