Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 7 June 2023
Issue publication date: 22 November 2023
Abstract
Purpose
This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.
Design/methodology/approach
One 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.
Findings
This article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.
Originality/value
Compared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.
Keywords
Acknowledgements
Dr. Ya Hui Hsu would like to acknowledge that from February 2023, and since the submission of this article, her affiliation has been with National Taipei University of Business.
Funding: This work was supported by National Science and Technology Council in Taiwan (NSC 99-2410-H-130-032-MY2).
Citation
Chou, Y.-J., Hsu, Y.-H. and Chang, Y.-H. (2023), "Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 11, pp. 2858-2877. https://doi.org/10.1108/APJML-07-2022-0619
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited