Cet article vise à étudier les processus sous-jacents à l’influence de l’interaction entre la distance temporelle et la simulation mentale sur les réactions des consommateurs à l’égard d’innovations technologiques, et à déterminer si les effets bénéfiques de cette interaction, qui ont été démontrés antérieurement avec une innovation semi-continue, se produisent également avec une innovation discontinue. En raison du taux élevé d’échecs lors du lancement d’innovations discontinues et des enjeux que celles-ci représentent pour les entreprises opérant dans le secteur des hautes technologies, il demeure important d’identifier des moyens d’action efficaces pour favoriser leur adoption. Nos résultats indiquent que lorsque l’achat est envisagé à court terme, la simulation orientée vers le processus réduit l’incertitude liée aux coûts d’apprentissage et l’anxiété, et augmente l’intention d’utilisation et l’intention d’achat. A long terme, la simulation orientée vers le résultat diminue l’incertitude envers les bénéfices, et accroît l’optimisme, l’intention d’utilisation et l’intention d’achat.
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