This study examines the role of time, feelings, and mental simulation in the process of adoption of really new products (RNPs). Drawing on adoption-diffusion theories, construal level theory, and regulatory-focus theory, in a lab experiment (study 1) and a longitudinal study (study 2) we show that when people are considering adopting a RNP in the near future, there is a greater focus on estimating the drawbacks of adoption, a different mix of emotions, and lower behavioral intentions, compared to when considering adopting in the far future. Then, drawing on research on mental simulation and mind set theory, in a lab experiment (study 3) we show that process-focused simulation ('how-thinking') enhances behavioral intentions when considering adopting a RNP in the near future because it alleviates switching costs uncertainty and decreases negative feelings. Meanwhile, for the far future, outcome-focused simulation ('why-thinking') enhances behavioral intentions because it increases positive feelings. Two key marketing implications derive from our study: (1) what matters for consumers in the adoption of a RNP changes depending on whether they are considering adopting in a near or distant future, and (2) the roles of how-thinking and why-thinking are complementary at different times in the process of adoption of a RNP / acase@tulane.edu
| Identifer | oai:union.ndltd.org:TULANE/oai:http://digitallibrary.tulane.edu/:tulane_26764 |
| Date | January 2004 |
| Contributors | Castano Gonzalez, Raquel M (Author), Sujan, Mita (Thesis advisor) |
| Publisher | Tulane University |
| Source Sets | Tulane University |
| Language | English |
| Detected Language | English |
| Rights | Access requires a license to the Dissertations and Theses (ProQuest) database., Copyright is in accordance with U.S. Copyright law |
Page generated in 0.0015 seconds