Information in Launch Messages: Stimulating the Adoption of New High‐Tech Consumer Products
Information in Launch Messages: Stimulating the Adoption of New High‐Tech Consumer Products
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发布消息中的信息：刺激新型高科技消费产品的采用
DOI：
10.1111/jpim.12017
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发表时间：
2013
影响因子：
10.5
通讯作者：
D. Snelders
中科院分区：
文献类型：
--
作者：
K. Talke;D. Snelders
这项研究调查了如何通过在发布消息中传达产品相关信息来刺激新型高科技消费产品的采用。在初步的试点研究中，作者发现，为了做出采用决定，消费者需要不同类型的产品相关信息，即技术信息、财务信息和个人/社交信息。在三个实验中，作者随后研究了传达这些信息类型如何影响采用意图和行为。第一个实验表明，交流个人/社交信息会带来最高的采用意愿。这种影响通过消息中信息的表示方式来调节。当个人/社会信息以抽象方式传达时，采用意愿最高，而财务和技术信息以具体方式传达时最有效。第二个实验表明，这种影响适用于实际的采用行为。此外，还发现视觉想象力可以调节这些效果。在最后一个实验中，视觉想象力直接受到主题启动的操纵，并对采用行为产生直接影响。结果强调，在与产品相关的情况下激活想象力会刺激采用行为。
This research investigates how the adoption of new high-tech consumer products can be stimulated by communicating product-related information in launch messages. In an initial pilot study, the authors find that for making an adoption decision, consumers require different types of product-related information, i.e., technical information, financial information, and personal/social information. In three experiments, the authors then examine how adoption intention and behavior is affected by communicating these information types. The first experiment shows that communicating personal/social information results in the highest adoption intention. This effect is moderated by the way in which the information is represented in the message. Adoption intention is highest when personal/social information is communicated in an abstract manner, while financial and technical information are most effective when communicated in a concrete manner. The second experiment shows that the effects hold for actual adoption behavior. In addition, visual imagination is found to mediate these effects. In the last experiment, visual imagination is directly manipulated by thematic priming and has a direct effect on adoption behavior. The results emphasize that activating the imagination in a product-relevant situation stimulates adoption behavior.
心理距离的解释水平理论。
影响因子：
5.4
作者：
Trope, Yaacov;Liberman, Nira
通讯作者：
Liberman, Nira