Process- Versus Outcome-Focused Simulation and the Evaluation of New Products: the Temporal Effects on the Affective and Cognitive Dimensions

Min Zhao, University of Toronto, Canada
Steve Hoeffler , Vanderbilt University, USA
Gal Zauberman, University of Pennsylvania, USA
In this research, we examine how manipulating the type of information processing mode (cognitive vs. affective) at a different point of time elicits the unique effects of process and outcome simulation on the evaluation of RNPs. Our findings indicate that in an instant evaluation scenario, outcome simulation under a cognitive mode or process simulation under an affective mode is more effective in increasing the evaluation of RNPs. However, a reversal of this result pattern emerged (i.e., outcome under an affective mode or process simulation under a cognitive mode is more effective) after we introduce a distant future time frame.
[ to cite ]:
Min Zhao, Steve Hoeffler , and Gal Zauberman (2010) ,"Process- Versus Outcome-Focused Simulation and the Evaluation of New Products: the Temporal Effects on the Affective and Cognitive Dimensions", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 57-59 .