Can I read Zhao Hoeffler and Dahl JMR 2009 on EtoBox?

Zhao Hoeffler and Dahl JMR 2009 by angelicalkauan is a document available to read on EtoBox.

What is Zhao Hoeffler and Dahl JMR 2009 about?

The research investigates how imagination-focused visualization affects the evaluation of really new products (RNPs) compared to memory-focused visualization. The authors find that an imaginative focus enhances evaluations of RNPs by highlighting novel benefits, while it does not significantly impact the evaluation of incrementally new products (INPs). The study concludes that imagination improves perceived value and reduces the emphasis on learning costs, leading to better product evaluations.

Author

angelicalkauan

Language

EN