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Mental simulation and category knowledge affect really new product evaluation through transportation.

Jesper H Nielsen1, Jennifer Edson Escalas2, Steve Hoeffler2

  • 1Department of Marketing, Eller College of Management, University of Arizona.

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Consumers mentally simulate new products (RNPs) to assess value. Vivid mental simulations lead to narrative transportation, enhancing RNP evaluations, especially for knowledgeable consumers.

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Area of Science:

  • Consumer Behavior
  • Psychology
  • Marketing

Background:

  • Consumers often struggle to evaluate truly novel products (RNPs) due to ambiguous benefits.
  • Mental simulation is a key cognitive process for understanding new concepts.

Purpose of the Study:

  • To investigate how consumers evaluate really new products (RNPs).
  • To explore the role of mental simulation and narrative transportation in RNP assessment.
  • To examine the influence of prior product category knowledge on RNP evaluation.

Main Methods:

  • Proposed a theoretical framework linking mental simulation, narrative transportation, and RNP evaluation.
  • Hypothesized that vivid self-generated simulations lead to transportation.
  • Suggested that prior experience enhances simulation vividness and subsequent transportation.

Main Results:

  • Consumers spontaneously generate mental simulations to assess RNPs.
  • Engrossing and vivid simulations can lead to narrative transportation.
  • Consumers with extensive related product experience are more likely to experience transportation.
  • Narrative transportation enhances overall evaluations of RNPs.
  • Product category knowledge positively influences RNP evaluation through transportation.

Conclusions:

  • Mental simulation and narrative transportation are crucial for understanding consumer responses to RNPs.
  • Prior consumer knowledge moderates the effect of transportation on RNP evaluations.
  • This research offers insights into how consumers make decisions about innovative products.