PurposeThis research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.Design/methodology/approachOne 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.FindingsThis article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.Originality/valueCompared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.

This study proposed a KM-oriented BPR model to assist managers to implement the knowledge management in the construction firms. Two philosophies, namely the (1) Business Process Reengineering (BPR) and the (2) Knowledge Management (KM), were combined in the addressed KM-oriented BPR model to ensure the KM operations can be merged with the business processes. That is, by using the proposed model, the current processes can be reengineered to be a new KM-oriented process so that the KM operations can be implemented by the regular activities. To reengineer a KM-oriented process, both of the single-loop learning and double-loop learning utilized in the KM theory were applied for improving knowledge-intensive processes in construction firm. Based on the single and double loop learning mechanism, a knowledge gap analysis was addressed in this study to determine the weakness of processes for satisfying with the functional requirements of KM operations. Summarily, this study combined the knowledge management mechanism with the business process reengineering philosophy to assist managers in design a KM-oriented process, so that a foundation for KM implementation can be established finally.