创新产品的情景想象——时间视角与调节聚焦的匹配效应

The Impact of Visualization on Innovative Products: The Matching between Temporal Perspective and Regulatory Focus

产品创新是众多企业发展的重要战略。快速迭代的新产品如何能够获得消费者的青睐是企业和学界共同关注的话题。在用户深度参与的互联网营销时代,情景想象作为一种新兴营销手段,能够有效提高消费者对新产品的评价。本文从消费者的时间视角与调节聚焦出发,深入探究情景想象在不同情境下对新产品评价的影响。通过三个实验,本研究发现,对于规避型聚焦的消费者,在情景想象中鼓励其采用过去视角对新产品评价的提升更有帮助;而对于促进型聚焦的消费者,鼓励其采用未来视角相对而言更有利于新产品评价。进一步的研究发现,想象生动程度是该交互作用的内在机制。此外,对于图片想象能力较低的消费者,时间视角与调节聚焦的交互作用消失。

Visualization refers to the mental process in which consumers imagine themselves interacting with a product. In the era of Internet marketing where users are deeply involved, visualization is an effective marketing tool to improve consumers’ evaluation of new products. Through three experiments, this paper explores the interactive effect of the temporal perspective of visualization and consumers’ regulatory focus on new product evaluation. This study finds that the temporal perspective and regulatory focus have a matching effect on new product evaluation: the past perspective is matched with the prevention focus and the future perspective is relatively matched with the promotion focus. Further research indicates that the vividness of imagination is the underlying mechanism of this matching effect. In addition, for consumers with lower imagery capacity, the matching effect would disappear.