Analogies and mental simulations in learning for really new
products: The role of visual attention

Feiereisen, S; Wong, V; Broderick, AJ

Abstract

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.

Citation

products: The role of visual attention

• Journal Article Type: Article
• Publication Date: Jan 1, 2008
• Deposit Date: Dec 12, 2011
• Journal: The Journal of Production Innovation Management
• Peer Reviewed: Peer Reviewed
• Volume: 25
• Pages: 593-607
• Publisher URL: http://www.blackwellpublishing.com/journal.asp?ref=0737-6782