Journal article
Managing Consumer Uncertainty in the Adoption of New Products: Temporal Distance and Mental Simulation
Abstract
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
Castaño R; Sujan M; Kacker M; Sujan H
Journal
Journal of Marketing Research, Vol. 45, No. 3, pp. 320–336
Publisher
SAGE Publications
Publication Date
June 2008
DOI
10.1509/jmkr.45.3.320
ISSN
0022-2437