Suggestions for Future Research

Building on the findings of our research, some directions are offered for future research. First, owing to this research only select subjects who never use iPod touch before to participate in our surveys, future research can investigate individual’s learning curve and readiness for such products with many features, and divide subjects into several groups for more detailed analyses.

Second, the effects of mental simulation on preference consistency and purchase intention for high usability/low capability products can be further investigated and compared with high capability/low usability products in the future.

We expect that manipulating process simulation for high usability/low capability products before trial will shift consumers to be consistent with preference that are arise after trial and raise their purchase intention. However, outcome simulation

41

which induces people to put more weight on product capability may detract the attraction of high usability/low capability products. Thus, future research can examine the effectiveness and application of process versus outcome simulation to raise consumers purchase intention for high usability/low capability products.

Third, previous research on the consistency between attitudes and behaviors (Karde et al. 2006; Regan and Fazio 1977; Smith and Swinyard 1983) shows that consumers who form attitude on the basis of product trial exhibit greater attitude-behavior consistency. However, in light of our findings, an important question is whether shifting consumers from concrete construal toward abstract construal can still keep the predictive power of attitudinal measures. It would be interesting to examine the consistency between attitudes and behaviors.

Finally, since there are more and more industries adopt a large number of information technologies into their daily business operations. Future research also can investigate the application of mental simulation on training employees to well cooperate with these technological products and services. Especially for traditional industries, such as training polices to use PDA to write out a ticket and trace the information of offenders.

42

References

1. Adams, Dennis A., R. Ryan Nelson, and Peter A. Todd (1992), “Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication,”

MIS Quarterly, June, 227-47.

2. Buehler, Roger, Dale Griffin, and Michael Ross (1994), “Exploring the

"planning fallacy": Why people underestimate their task completion times,”

Journal of Personality and Social Psychology, 67, 366-81.

3. Brown, Christina L. and Gregory S. Carpenter (2000), “Why Is the Trivial Important? A Reasons-Based Account for the Effects of Trivial Attributes on Choice,” Journal of Consumer Research, 26 (March), 372–85.

4. Chandran, Sucharita and Geeta Menon (2004), “When a Day Means More than a Year: Effects of Temporal Framing on Judgments of Health Risk,” Journal of Consumer Research, 31 (September), 375–89.

5. Chin, John P., Virginia A. Diehl, and Kent L. Norman (1988), “Development of an Instrument Measuring User Satisfaction of the Human-Computer Interface,” in Human Factors in Computing Systems, CHI’88 Conference Proceedings. New York: Association for Computing Machinery, 213–18.

6. Davis, Fred D. (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,” MIS Quarterly, September, 319-40.

7. Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991), “ Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations,” Journal of Marketing Research, 28 (August), 307-19.

8. Dunning, David, Dale W. Griffin, James D. Milojkovic, and Lee Ross (1990),

“The Overconfidence Effect in Social Prediction,” Journal of Personality and Social Psychology, 58, 568-81.

9. Escalas, Jennifer Edson and Mary Frances Luce (2003), “Process Versus Outcome Thought Focus and Advertising,” Journal of Consumer Psychology, 13 (3), 246–54.

10. Escalas, Jennifer Edson and Mary Frances Luce (2004), “Understanding the Effects of Process-Focused Versus Outcome-Focused Thought in Response to Advertising,” Journal of Consumer Research, 31 (September), 274–85.

11. Fazio, Russell H. and Mark P. Zanna (1981), “Direct Experience and Attitude-Behavior Consistency,” In L. Berkowitz (Ed.), Advances in

43

experimental social psychology (Vol. 14, pp. 161–202). New York: Academic Press.

12. Gollwitzer, Peter M. and Gordon B. Moskowitz (1996), “Goal Effects on Action and Cognition,” In E. T. Higgins & A. W. Kruglanski (Eds.), Social Psychology: Handbook of Basic Principles (pp. 361 - 399). New York:

Guilford Press.

13. Grewal, Dhruv, Kent B. Monroe, and R. Krishnan (1998), “The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions,” Journal of Marketing, 48 (April), 46-59.

14. Griffin, Dale W., David Dunning, and Lee Ross (1990), “The Role of Construal Processes in Overconfident Predictions about Self and Others,” Journal of Personality and Social Psychology, 59, 1128-1139.

15. Griffin, Dale W. and Lee Ross (1991), “Subjective Construal, Social Inference and Human Misunderstanding,” In M. Zanna. (Ed.), Advances in experimental social psychology (Vol. 24, pp. 319-359). New York: Academic Press.

16. Groot, Manon de, Gerrit Antonides, Daniel Read, and W. Fred van Raaij (2009),

“The Effects of Direct Experience on Consumer Product Evaluation,” The Journal of Socio-Economics, 38, 509-18.

17. Hamilton, Rebecca W. and Debora Viana Thompson (2007), “Is There a Substitute for Direct Experience? Comparing Consumers’ Preferences after Direct and Indirect Product Experiences,” Journal of Consumer Research, 34(Dec), 546-55.

18. Hoch, Stephen J. and John Deighton (1989), “Managing What Consumers Learn from Experiences,” Journal of Marketing, 53 (April), 1-20.

19. Hoch, Stephen J. and George F. Loewenstein (1991), “Time-Inconsistent Preferences and Consumer Self-Control,” Journal of Consumer Research, 17 (March), 492-507.

20. Kahneman, Daniel and Amos Tversky (1979), “Intuitive Prediction: Biases and Corrective Procedures,” Management Science, 12, 313-27.

21. Kahneman, Daniel, Jack Knetsch, and Richard H. Thaler (1991), “The

Endowment Effect, Loss Aversion, and Status Quo Bias,” Journal of Economic Perspectives, 4, 179-92.

44

22. Kempf, Deanna S. and Robert E. Smith (1998), “Consumer Processing of Product Trial and the Influence of Prior Advertising: A Structural Modeling Approach,” Journal of Marketing Research, 35, 325–38.

23. Liberman, Nira and Yaacov Trope (1998), “The Role of Feasibility and Desirability Considerations in Near and Distant Future Decisions: A Test of Temporal Construal Theory,” Journal of Personality and Social Psychology, 75(1), 5-18.

24. Liberman, Nira, Yaacov Trope, and Elena Stephan (2007), “Psychological Distance,” in Social Psychology: Handbook of Basic Principles, Vol. 2, ed.

Arie W. Kruglanski and E. Tory Higgins, New York: Guilford, 353–83.

25. Meuter, Matthew L., Mary Jo Bitner, Amy L. Ostrom, and Stephen W. Brown (2005), “Choosing Among Alternative Service Delivery Modes: An

Investigation of Customer Trial of Self-Service Technologies,” Journal of Marketing, 69 (April), 61–83.

26. Mooy, Sylvia C. and Henry S.J. Robben (2002), “Managing Consumers’

Product Evaluations through Direct Product Experience,” Journal of Product &

Brand Management, 11(7), 432-46.

27. Mukherjee, Ashesh and Wayne D. Hoyer (2001), “The Effect of Novel Attributes on Product Evaluation,” Journal of Consumer Research, 28 (December), 462–72.

28. Nielsen, Jacob (1993), Usability Engineering. San Diego: Academic Press.

29. Nowlis, Stephen M. and Itamar Simonson (1996), “The Effect of New Product Features on Brand Choice,” Journal of Marketing Research, 33 (February), 36–46.

30. Pham, Lien B. and Shelley E. Taylor (1999), “From Thought to Action: Effects of Process- Versus Outcome-Based Mental Simulations on Performance,”

Personality and Social Psychology Bulletin, 25(2), 250–60.

31. Sherman, Steven J. (1980), “On the Self-Erasing Nature of Errors of Prediction,”

Journal of Personality and Social Psychology, 39, 211-21.

32. Smith, Robert E. and William R. Swinyard (1983), “Attitude-Behavior Consistency: The Impact of Product Trial Versus Advertising,” Journal of Marketing Research, 20 (August), 257–67.

33. Smith, Robert E. and William R. Swinyard (1988), “Cognitive Response to

45

Advertising and Trial: Belief Strength, Belief Confidence and Product Curiosity,” Journal of Advertising, 17 (3), 3–14.

34. Taylor, Shelley E., Inna D. Rivkin, and David A. Armor (1998), “Harnessing the Imagination: Mental Simulation, Self-Regulation and Coping,” American Psychologist, 53 (April), 429–39.

35. Taylor, Shelley E. and Sherry K. Schneider (1989), “Coping and the Simulation of Events,” Social Cognition, 7 (2), 174–94.

36. Thompson, Debora Viana, Rebecca W. Hamilton, and Roland T. Rust (2005),

“Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing,” Journal of Marketing Research, 42 (November), 431-42.

37. Trope, Yaacov and Nira Liberman (2000), “Temporal Construal and

Time-Dependent Changes in Preference,” Journal of Personality and Social Psychology, 79 (6), 876–89.

38. Trope, Yaacov and Nira Liberman (2003), “Temporal Construal,”

Psychological Review, 110 (3), 403–21.

39. Trope, Yaacov, Nira Liberman, and Cheryl Wakslak (2007), “Construal Levels and Psychological Distance: Effects on Representation, Prediction, Evaluation, and Behavior,” Journal of Consumer Psychology, 17 (2), 83–95.

40. Vallone, Robert P., Dale W. Griffin, Sabrina Lin, and Lee Ross (1990), “The Overconfident Prediction of Future Action and Outcomes by Self and Others,”

Journal of Personality and Social Psychology, 58, 582-92.

41. Wiklund, Michael (1994), Usability in Practice: How Companies Develop User-Friendly Products. San Diego: Academic Press.

42. Wood, Stacy L. and C. Page Moreau (2006), “From Fear to Loathing? How Emotion Influences the Evaluation and Early Use of Innovations,” Journal of Marketing, 70 (July), 44-57.

43. Wright, Alice A. and John G. Lynch, Jr. (1995), “Communication Effects of Advertising versus Direct Experience When both Search and Experience Attributes Are Present,” Journal of Consumer Research, 21 (March), 708–18.

44. Zhao, Min, Steve Hoeffler, and Gal Zauberman (2007), “Mental Simulation and Preference Consistency over Time: The Role of Process- Versus

Outcome-Focused Thoughts,” Journal of Marketing Research, 44 (August), 379-88.

46

它是您的影音媒體播放器 也是您的口袋電腦

更是您的隨身遊戲機

iPod touch 是什麼?

Appendix 1.1 The Product Advertisement of Tested Product (iPod touch)

47

請觀看下列圖示並想像您實際操作 iPod touch 的感覺

使用手指頭點擊螢幕，選取您想要執行的功能 使用手指頭掃過螢幕，可快速捲動畫面，

瀏覽或搜尋各種不同的功能選單

使用雙指撥合來縮小或放大畫面

搖晃機身來操控各項功能指令

旋轉機身來操控遊戲的方向感應 傾斜機身來調整畫面的遠近呈現，

以及操控遊戲的方向感應