Process Versus Outcome - Focused Simulation and the Evaluation of New Products: The Temporal Effects on the Affective and Cognitive Dimensions

Abstract

In this research, we examine how manipulating the type of information processing mode (cognitive vs. affective) at a different point of time elicits the unique effects of process and outcome simulation on the evaluation of RNPs. Our findings indicate that in an instant evaluation scenario, outcome simulation under a cognitive mode or process simulation under an affective mode is more effective in increasing the evaluation of RNPs. However, a reversal of this result pattern emerged (i.e., outcome under an affective mode or process simulation under a cognitive mode is more effective) after we introduce a distant future time frame.