Managing consumer unucertainty in the adoption of new products:: Temporal distance and mental simulation
Managing consumer unucertainty in the adoption of new products:: Temporal distance and mental simulation
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DOI：
10.1509/jmkr.45.3.320
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发表时间：
2008-06-01
影响因子：
6.1
通讯作者：
Sujan, Harish
中科院分区：
文献类型：
--
作者：
Castano, Raquel;Sujan, Mita;Sujan, Harish
利用新产品采用和跨期选择的理论，作者在横断面和纵向调查(研究1)中表明，当采用在遥远的未来时，人们更关心绩效和象征效益的不确定性。相比之下，在不久的将来，人们更担心的是转换成本和情感成本的不确定性。在研究2和2a中，利用心理模拟理论，作者发现，在遥远的未来采纳情景中，促进结果模拟的沟通策略在减少绩效不确定性、增强积极情绪和增强行为意图方面更有效。相比之下，在不久的将来采用的情景中，促进过程模拟的沟通策略在降低转换成本和情感不确定性、缓解焦虑和增加行为意图方面更好。作者还发现，这些沟通策略对实际采用率和消费后满意度(研究2)和延迟行为意图(研究2a)有积极影响。此外，当不确定性水平较高时，这些沟通策略在增加行为意图方面更有效(研究3)。关键的管理影响是，新产品的沟通策略需要减少成本和收益的不确定性，并考虑到采用的时间距离。
Drawing on theories of new product adoption and intertemporal choice, the authors show in cross-sectional and longitudinal investigations (Study 1) that when adoption is in the distant future, people are more concerned about performance- and symbolic-benefit uncertainties. In contrast, in the near future, the concerns are more about switching- and affective-cost uncertainties. In Studies 2 and 2a, using theories of mental simulation, the authors show that in the distant-future adoption scenario, communication strategies that promote outcome simulations are more effective in reducing performance uncertainty, bolstering positive feelings, and enhancing behavioral intentions. In contrast, in the near-future adoption scenario, communication strategies that promote process simulations are better at reducing switching cost and affective uncertainties, assuaging anxiety, and increasing behavioral intentions. The authors also find positive effects of these communication strategies on actual adoption rates and postconsumption satisfaction (Study 2) and on delayed behavioral intentions (Study 2a). In addition, these communication strategies are more efficacious in increasing behavioral intentions when uncertainty levels are higher (Study 3). The key managerial implications are that communication strategies for new products need to reduce uncertainties about costs and benefits and account for temporal distance to adoption.