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首页> 外文期刊>Journal of product innovation management >Analogies and Mental Simulations in Learning for Really New Products: The Role of Visual Attention
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Analogies and Mental Simulations in Learning for Really New Products: The Role of Visual Attention

机译：真正新产品的学习中的类比和心理模拟：视觉注意的作用

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Really new products (RNPs) create new product categories or at least significantly expand existing ones. The development of RNPs is a strategic priority for most companies. However, 40% to 90% of new products fail, often due to consumers' lack of understanding of product features and benefits. Learning strategies, such as analogical learning and mental simulation, can help consumers understand the benefits of RNPs and thus may contribute to the successful development of marketing campaigns. Moreover, the presentation format of marketing communications is likely to influence consumers' understanding of the product. Pictorials have the potential to convey novel information without overloading the decision maker and thus may be a more efficient way to present information about RNPs than words. This paper contributes to a better understanding of consumer information processing in learning for RNPs. Study 1 examined the impact of (1) learning strategies (analogical learning vs. mental simulation) and (2) presentation formats (words vs. pictures) on product comprehension. Study 2 used an eye-tracking experiment to assess how respondents' visual attention patterns may affect product comprehension. Study 1 showed that the use of words in marketing communications for RNPs is generally more effective to enhance product comprehension than the use of pictorials. However, the video glasses were a notable exception as the combination of mental simulation and pictures yielded a high comprehension level for this product. This suggests that the use of pictorials may be appropriate to convey information for products of a more hedonic as opposed to utilitarian nature. Study 2 used a combination of eye-tracking measures and self-reports to help illuminate the cognitive processes at work when consumers learn new product information. The results suggest that an increase in attention to an element of the advert can account for one of two underlying processes: (1) an increase in comprehension; or (2) a difficulty to understand product information which may result in consumer confusion. This study adds evidence to a growing body of literature that demonstrates the power of learning strategies such as mental simulation and analogical learning in preparing consumers for new product acceptance. The use of visual stimuli contributes to the debate on the effectiveness of words versus pictures, seldom applied in a new product development (NPD) context. These findings are integrated into a discussion of the managerial implications and the potential avenues for future research in the area.
机译：真正的新产品（RNP）会创建新产品类别，或者至少会大大扩展现有产品类别。 RNP的开发是大多数公司的战略重点。但是，新产品中有40％至90％会失败，这通常是由于消费者缺乏对产品功能和优势的了解所致。类比学习和心理模拟等学习策略可以帮助消费者理解RNP的好处，从而可以为营销活动的成功发展做出贡献。此外，营销传播的呈现形式可能会影响消费者对产品的理解。图片有可能传达新颖的信息而又不会使决策者超负荷，因此，与文字相比，图片可能是呈现RNP信息的更有效方法。本文有助于更好地了解RNP学习中的消费者信息处理。研究1考察了（1）学习策略（模拟学习与心理模拟）和（2）表示形式（单词与图片）对产品理解的影响。研究2使用眼动追踪实验来评估受访者的视觉注意力模式如何影响产品理解力。研究1表明，在RNP的营销传播中使用文字通常比使用图片更有效地提高产品理解力。然而，视频眼镜是一个明显的例外，因为心理模拟和图片的结合为该产品带来了很高的理解水平。这表明，使用图片可能适合传达享乐主义而非功利主义产品的信息。研究2结合了眼动追踪和自我报告功能，以帮助阐明当消费者学习新产品信息时工作中的认知过程。结果表明，增加对广告元素的关注可以解释两个基本过程之一：（1）理解力的提高； （2）难以理解产品信息，可能导致消费者困惑。这项研究为越来越多的文献提供了证据，这些文献证明了学习策略（如心理模拟和类比学习）在为消费者接受新产品做准备方面的作用。视觉刺激的使用促进了关于文字与图片的有效性的辩论，很少在新产品开发（NPD）上下文中应用。这些发现被纳入对管理意义的讨论以及对该领域未来研究的潜在途径。

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