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

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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.

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Notes

  1. Source: http://n.miaopai.com/media/ZpC0-2ofbgzD6KuSpA6W6x~4-0I

  2. We also investigated the impact of spokesperson employment (spokesperson vs. no spokesperson) on product attractiveness. We combined human spokesperson and cartoon spokesperson into one group—“spokesperson”—and compared it with the “no spokesperson” group. The ANCOVA results showed that the main effect of spokesperson employment (spokesperson vs. no spokesperson) on product attractiveness was not significant (Mspokesperson = 6.01 versus Mnon-spokesperson = 5.99, p > .05), and nor was the interaction effect of temporal-framed visualization and spokesperson employment on product attractiveness (F (1, 210) = .00, p > .05).

  3. We also investigated the impact of spokesperson employment (spokesperson vs. no spokesperson) on purchase intention. We combined human spokesperson and cartoon spokesperson into one group—“spokesperson”—and compared it with the “no spokesperson” group. The ANCOVA results showed that the main effect of spokesperson employment (spokesperson vs. no spokesperson) on purchase intention was not significant (Mspokesperson = 5.91 versus Mnon-spokesperson = 6.05, p > .05), and nor was the interaction effect of temporal-framed visualization and spokesperson employment on purchase intention (F (1, 210) = 1.47, p > .05).

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Acknowledgments

The authors thank Chaofan Li and Congran Zhu for their help in collecting data and constructive comments.

Funding

This study was funded by National Natural Science Foundation of China (Grant Nos. 71972040, 71602033, 71702010, 72072014), Fundamental Research Funds for the Central Universities (Grant Nos. 2021JJ018, 2021JT001, 2019QD011), and Double First-Class Project (Grant No. SYL2020ZX012).

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  1. Yuanyuan Zhou and Qian Li have contributed equally to this article.

Authors and Affiliations

  1. International Business School, Beijing Foreign Studies University, No. 19, Xisanhuanbeilu, Haidian District, Beijing, 100089, China

    Yuanyuan Zhou & Qian Li

  2. Business School, Beijing Normal University, No.19, Xinjiekouwai St, Haidian District, Beijing, 100875, China

    Shiyang Gong

  3. International Business School Suzhou, Xi’an Jiaotong-Liverpool University, 111 Ren’ai Road, Suzhou Industrial Park, Suzhou, 215123, Jiangsu Province, China

    Daniel P. Hampson

  4. Olin Business School, Washington University in St. Louis, 6016 Waterman Blvd, Saint Louis, MO, 63112, USA

    Zhicen Liu

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Zhou, Y., Li, Q., Gong, S. et al. Looking back is better than looking forward: visualization, temporal frames, and new product evaluation in China. Asian Bus Manage 22, 829–856 (2023). https://doi.org/10.1057/s41291-021-00175-x

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