Featured Research

from universities, journals, and other organizations

Coming Soon In Fall 2008: People Do Less Research On Products That Have Already Launched

Date:
February 12, 2008
Source:
University of Chicago Press Journals
Summary:
When a new product is released -- say, an even slimmer laptop or the next generation iPhone -- people either find out about it beforehand through an announcement or see it after it hits stores. Does when you hear about a product matter? A new study reveals that whether a new product is already available when people first find out about it can significantly alter how it is evaluated.

When a new product is released -- say, an even slimmer laptop or the next generation iPhone -- people either find out about it beforehand through an announcement or see it after it hits stores. Does when you hear about a product matter" A new study from the April issue of the Journal of Consumer Research reveals that whether a new product is already available when people first find out about it can significantly alter how it is evaluated.

Related Articles


Susan Jung Grant (University of Colorado, Boulder) and Alice M. Tybout (Kellogg School of Management, Northwestern University) found that consumers will be more comprehensive in their evaluations when considering new products to be released in the future.

"The temporal frame effect occurs because the future is inherently more uncertain than the past," write Jung Grant and Tybout. "The plan to launch a new product may be altered or even aborted before it occurs; however, after the launch occurs, that event is fixed even though its success may be unknown."

In a series of experiments, the researchers found that, when the product launch was in the future, consumers paid attention to both the strength of the brand launching the new product (i.e., Apple) and to marketplace conditions. However, when the product had already been released, evaluations of the item were only based on perceptions of the company.

"The results of this experiment offer further evidence that the future frame leads to more comprehensive use of available information when forming evaluations than does the past frame," the researchers write. "These findings imply that market researchers studying consumers' evaluations should be attentive to temporal frame both when conducting research and generalizing their results."

Susan Jung Grant and Alice M. Tybout, "The Effect of Temporal Frame on Information Considered in New Product Evaluation: The Role of Uncertainty." Journal of Consumer Research: April 2008.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "Coming Soon In Fall 2008: People Do Less Research On Products That Have Already Launched." ScienceDaily. ScienceDaily, 12 February 2008. <www.sciencedaily.com/releases/2008/02/080212122053.htm>.
University of Chicago Press Journals. (2008, February 12). Coming Soon In Fall 2008: People Do Less Research On Products That Have Already Launched. ScienceDaily. Retrieved October 24, 2014 from www.sciencedaily.com/releases/2008/02/080212122053.htm
University of Chicago Press Journals. "Coming Soon In Fall 2008: People Do Less Research On Products That Have Already Launched." ScienceDaily. www.sciencedaily.com/releases/2008/02/080212122053.htm (accessed October 24, 2014).

Share This



More Mind & Brain News

Friday, October 24, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Academic Scandal Shocks UNC

Academic Scandal Shocks UNC

AP (Oct. 23, 2014) A scandal involving bogus classes and inflated grades at the University of North Carolina was bigger than previously reported, a new investigation found. (Oct. 23) Video provided by AP
Powered by NewsLook.com
Working Mother Getaway: Beaches Turks & Caicos

Working Mother Getaway: Beaches Turks & Caicos

Working Mother (Oct. 22, 2014) Feast your eyes on this gorgeous family-friendly resort. Video provided by Working Mother
Powered by NewsLook.com
What Your Favorite Color Says About You

What Your Favorite Color Says About You

Buzz60 (Oct. 22, 2014) We all have one color we love to wear, and believe it or not, your color preference may reveal some of your character traits. In celebration of National Color Day, Krystin Goodwin (@kyrstingoodwin) highlights what your favorite colors may say about you. Video provided by Buzz60
Powered by NewsLook.com
First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

Newsy (Oct. 21, 2014) A medical team has for the first time given a man the ability to walk again after transplanting cells from his brain onto his severed spinal cord. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins