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

Min Zhao, University of North Carolina at Chapel Hill, U.S.A
Steve Hoeffler, Vanderbilt University, U.S.A
Darren Dahl, University of British Columbia, Canada
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.
[ to cite ]:
Min Zhao, Steve Hoeffler, and Darren Dahl (2007) ,"Visualization and New Product Evaluation: the Role of Memory- and Imagination-Focused Visualization", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 235-237.