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Drivers and Consequences of Narrative Transportation: Understanding the Role of Stories and Domain‐Specific Skills in Improving Radically New Products
This article investigates the role of transportation in concept tests (i.e., a vivid mental image of a new product concept and the way of using it) for radically new products. Based on transportation literature, the article proposes that concept descriptions in a story format can stimulate transport...
| Autores principales: | , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
John Wiley and Sons Inc.
2016
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5215386/ http://dx.doi.org/10.1111/jpim.12329 |