Evaluating new product concepts under high versus low cognitive loads
A relevant framework from psychology distinguishes between more intuitive and more deliberative thought processes (see Kahneman, 2003, System 1 and System 2, respectively). This research investigates how the type of processing consumers engage in, influences their evaluations of new product concepts.
Goals / research questions of the project
- What are circumstances that put someone into intuitive System 1 or deliberative System 2 (e.g., time pressure, physical activity, effortful choice, high involvement product domain…)?
- When engaging in one of the two types of processing, what is the effect on product evaluations (e.g., liking, added value, buying interest…)?
- What is the role of brands in moderating the effect on product evaluations?