The Influence of Temporal Distance on Consumer Preferences for Technology‐Based Innovations^*

Abstract

Rapid technological developments in the computer and the telecommunications industries have spurred the introduction of technology-based products. An important feature of these products is that they can be characterized based on improvements in the functionality and the interface. When consumers evaluate a technology-based product, they face a trade-off: How should they choose between a product that offers a superior functionality and another product that offers a superior interface? The present research focuses on how temporal distance (i.e., time) from the purchase or use occasion of a technology-based innovation influences consumers' evaluations of the new product. Specifically, the present study examines how temporal distance affects the trade-offs consumers make between improvements in the interface and improvements in the functionality of a new product. This research demonstrates that the weight consumers place on the functionality and the interface of a new product is a function of the temporal distance. Specifically, the functionality of the product is valued more in distant future events. In contrast, the interface of the product is more important in the near future. This research has direct implications for various aspects of the new product development process such as customerproduct research methods used, communication strategies, and product preannouncements.

Social Distance, Framing, and Judgment: A Construal Level Perspective

“…These propositions are supported by a number of studies (e.g., Ebert, 2005;Liberman & Trope, 1998;Pennington & Roese, 2003;Ziamou & Veryzer, 2005). For example, Ziamou and Veryzer demonstrate that, in forming judgments about a new product, people put more weight on the product's functionality (i.e., a high-level construal) when the purchase is expected to occur in the distant versus near future.…”

How nostalgic brand positioning shapes brand equity: differences between emerging and developed markets

“…The literature has not developed theoretical guidance, but has produced mixed findings regarding the effect (Beverland 2005;Beverland et al 2010;Choi et al 2015). A possible reason is that temporal distance appears to be related to the type of innovation but not necessarily to brand innovativeness (Castaño et al 2008;Ziamou and Veryzer 2005). Next, we discuss potential moderating effects on the mediating link via emotional attachment and then on the link via brand local iconness.…”

The fit between message framing and temporal distance: An efficient way to promote an innovative product

“…Like other researchers, such as Ziamou and Veryzer (2005) or Talke and Snelders (2013), we chose the high-tech market as our field of study, as it is economically strategic and particularly dynamic in terms of product launches (Risselada et al, 2014). Moreover, choosing this sector reinforced the relevance of the manipulation of temporal distance, as technological intensity tends to extend the announcement timeline (Manceau, 2000).…”