Purchasing products that consumers have not used before (e.g., baby stroller for first time parents or a new product like an iPad) can be a challenge for consumers. In this article, the authors examine how mentally simulating two specific aspects of a product - the product usage process vs. the...

In this research we examine the role of process vs. outcome-focused mental simulation in new product evaluation. We first show that consumers naturally focus on product benefits when they evaluate incrementally new products (INPs), but have a more balanced focus on both the benefits and process...

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,...

Research on choice over time has found that people tend to focus on concrete aspects of near-future events and abstract aspects of distantfuture events. Furthermore, a focus on concrete aspects heightens the feasibility-related components, whereas a focus on abstract aspects heightens the...