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

38 Pages Posted: 6 Oct 2006

See all articles by Min Zhao

Min Zhao

University of Toronto - Rotman School of Management

Steve Hoeffler

Vanderbilt University - Marketing

Darren W. Dahl

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

Date Written: October 5, 2006

Abstract

In this research, the authors examine the impact of imagination-focused visualization on the evaluation of really new products (RNPs). They compare imagination-focused visualization with memory-focused visualization and demonstrate that focusing on the imaginative aspects of an RNP leads to higher evaluations. Furthermore, they examine the role of perceived ease or difficulty of visualization on the efficacy of imagination-focused visualization. The authors demonstrate that making the imaginative visualization more difficult or easier directly affects the evaluation of the RNP. Finally, the authors 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.

JEL Classification: M31

Suggested Citation

Zhao, Min and Hoeffler, Steve and Dahl, Darren W., Visualization and New Product Evaluation: The Role of Memory- and Imagination-Focused Visualization (October 5, 2006). Available at SSRN: https://ssrn.com/abstract=935048 or http://dx.doi.org/10.2139/ssrn.935048

Min Zhao (Contact Author)

University of Toronto - Rotman School of Management ( email )

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

Steve Hoeffler

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)

Register to save articles to
your library

Register

Paper statistics

Downloads
175
Abstract Views
1,200
rank
171,438
PlumX Metrics