Matching Time Perspective and Visualization Aids to Enhance New Product Evaluation

Min Zhao , University of Toronto, Canada
Darren Dahl , University of British Columbia, Canada
Steve Hoeffler , Vanderbilt University, USA
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.
[ to cite ]:
Min Zhao , Darren Dahl , and Steve Hoeffler (2010) ,"Matching Time Perspective and Visualization Aids to Enhance New Product Evaluation ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 179-182 .