Temporal distance,mental simulation and the adoption of complex technological innovations

Abstract

This article aims to investigate the mechanisms underlying the influence of the interaction between temporal distance and mental simulation on consumer reactions towards technological innovations, and to determine whether the benefits of this interaction, which have been demonstrated previously with semi-continuous innovation, also occur with discontinuous innovation. Due to the high rate of failure at the launching of discontinuous innovations and the issues this poses for companies operating in the high technology sector, it remains important to identify effective actions to foster adoption by consumers. Our results show that when the purchase is considered in the short term, process-focused simulation reduces learning cost uncertainty and anxiety, and increases use and purchase intent. In the long term, outcome-focused simulation decreases benefit uncertainty and increases optimism as well as both use and purchase intent.