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Looking back is better than looking forward: visualization, temporal frames, and new product evaluation in China

Author

Listed:
  • Yuanyuan Zhou

    (Beijing Foreign Studies University)

  • Qian Li

    (Beijing Foreign Studies University)

  • Shiyang Gong

    (Beijing Normal University)

  • Daniel P. Hampson

    (Xi’an Jiaotong-Liverpool University)

  • Zhicen Liu

    (Washington University in St. Louis)

Abstract

Visualization, whereby brands encourage consumers to mentally picture interacting with products, is a common advertising technique. Existing research, mostly conducted in the U.S. and Western Europe, demonstrates the effectiveness of future-oriented product visualizations. However, in East Asian countries (e.g., China), consumers are past-oriented. We argue that such temporal orientation has a vital impact on the effectiveness of visualization. We conducted two experiments, which reveal a significant influence of temporal-framed visualization on new product evaluation among Chinese consumers. Retrospective (past-oriented) visualization leads to higher new product evaluation than anticipatory (future-oriented) visualization, with processing fluency identified as the underlying mechanism. Further, spokesperson type moderates the effect of temporal-framed visualization. Retrospective visualization is more beneficial when adopting a human spokesperson, whereas anticipatory visualization is more effective when adopting a cartoon spokesperson. We recommend marketers in past-oriented cultures use temporal-framed visualizations, but also, be cognizant of the type of spokesperson employed.

Suggested Citation

  • Yuanyuan Zhou & Qian Li & Shiyang Gong & Daniel P. Hampson & Zhicen Liu, 2023. "Looking back is better than looking forward: visualization, temporal frames, and new product evaluation in China," Asian Business & Management, Palgrave Macmillan, vol. 22(3), pages 829-856, July.
    • Handle: RePEc:pal:abaman:v:22:y:2023:i:3:d:10.1057_s41291-021-00175-x
    DOI: 10.1057/s41291-021-00175-x
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