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The Effect of Mental Simulation on Evaluation of Innovative New Product
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 Title & Authors
The Effect of Mental Simulation on Evaluation of Innovative New Product
Suh, Mun-Shik; Ahn, Jin-Woo; Yu, Jae-Moon; Oh, Dae-Yang;
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Today, companies are facing business environments that are changing rapidly compared to the business environments of the past. These rapid changes can be observed in areas such as technology and market structure. To compete in rapidly changing business environments, companies are consistently releasing new innovative products to meet consumers` satisfaction. However, compared to the products that have already been successful in the past, innovative products have higher uncertainty in terms of meeting consumer`s technical and emotional needs. Therefore, marketers of the companies put lots of efforts to reduce the risks of new innovative products` failure. In this study, we conducted 2(process simulation / outcome simulation) (hedonic / utilitarian) experiment to analyze the effect of mental simulation and product type on innovative new product evaluation. The results of this study are following. In process simulation, evaluation of utilitarian innovative new product was higher, but hedonic innovation showed higher evaluation in the outcome simulation. Based on research result, we recommend proper application of mental simulation.
Mental Simulation;Innovative Product;Product Evaluation;
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