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This research paper aims to illustrate that the new product communication effects of mental simulation (process-vs. outcome-focused) might depend on product attributes (typicality and benefits). Communication effects include ad attitudes and product attitudes in this study.

One 2 (mental simulation: process-focused vs. outcome-focused) x 2 (attribute typicality: high vs. low) x 2 (attribute benefits: hedonic vs. utilitarian) between-subjects experiment design was conducted. SPSS was used to do data analysis.

This article reveals that high (low) typicality of new attributes causes a process-focused (outcome-focused) simulation to lead to better consumer attitudes (i.e. ad attitude and product attitude). In addition, for a new hedonic attribute, a low typical attribute induces better consumer attitudes. Furthermore, there are interaction among mental simulation, product attribute typicality and benefits. These findings have important implications for academic developments and marketing management.

Compared with previous studies, this study is unique in several ways. First, enterprises often develop new products by introducing new product attributes (i.e. new features). Product attribute typicality is an interesting issue for new product design and communication. This research illustrates that the marketing communication effects of attribute typicality depends on attribute benefits and mental simulation. Second, the current research finds the new product attribute benefit (i.e. hedonic/utilitarian) play an important role and moderates the effects of mental simulation on consumer attitudes.

This paper aims to understand what kind of fashion product picture can arouse greater embodied mental simulation at two distinct steps of consumers' shopping journey (choice between options and purchase intention).

Two experimental studies were developed. Study 1 (n = 169) investigated consumers' purchase intention, and Study 2 (n = 156) investigated consumers' choice for a T-shirt displayed in an e-commerce store. The authors manipulated the product picture by considering pictures with the presence or absence of a human model wearing the product (flat vs. mannequin vs. human model without a face vs. human model with a face).

Consumers demonstrated greater choice and purchase intention for the picture that aroused greater embodied mental simulation. Different pictures aroused greater embodied mental simulation depending on the consumer journey step (choice between two options or purchase intention). Perceived product attractiveness influenced this finding.

The data on men and women were analyzed together due to the low number of male participants in both studies.

The results suggest that mannequin pictures should be used in situations involving product evaluation (e-commerce categories' pages) and that pictures with human models should be used in situations entailing further analysis of the product (e-commerce product page) to encourage purchase decisions. E-commerce managers also need to use pictures of human models when the product is viewed as less attractive.

This research investigated embodied mental simulation around product pictures at two distinct steps of consumers' shopping journey.

This study aims to explore consumers' vicarious experience of touch, namely, mental simulation for touch, through product pictures as visual stimuli and the use of touch devices as motion stimuli in the context of online fashion shopping.

Participants were randomly exposed to one of the two texture conditions (weak vs strong tactile sensitivity). The responses from the participants who used a laptop as a non-touch device and a touch device were considered in the analysis. A total of 179 responses were analyzed with analysis of variance and the PROCESS procedure for path analysis using SPSS 20.0.

The interaction effects of tactile sensitivity and device types on mental simulation for touch were significant; seeing a less tactile-sensitive product facilitated a greater mental simulation for touch when using a touch device; however, seeing a tactile-sensitive product produced a similar mental simulation for touch, regardless of device types. Furthermore, browsing a less tactile-sensitive product using a touch device increased favorable product attitudes, fully mediated by mental simulation for touch.

This study contributes to the literature on online shopping behaviors of fashion consumers by showing the role of mental simulation for touch that is shaped by the tactile qualities of products and device types. Exploration of this topic can contribute significantly to online fashion retailers because studies on consumers' mental simulation for touch are limited.

The paper provides an overview of research published in the innovation and operations management (IOM) literature on 15 methods for cost management in new product development, and it provides a comparison to an earlier review of the management accounting (MA) literature (Wouters & Morales, 2014).

This structured literature search covers papers published in 23 journals in IOM in the period 1990–2014.

The search yielded a sample of 208 unique papers with 275 results (one paper could refer to multiple cost management methods). The top 3 methods are modular design, component commonality, and product platforms, with 115 results (42%) together. In the MA literature, these three methods accounted for 29%, but target costing was the most researched cost management method by far (26%). Simulation is the most frequently used research method in the IOM literature, whereas this was averagely used in the MA literature; qualitative studies were the most frequently used research method in the MA literature, whereas this was averagely used in the IOM literature. We found a lot of papers presenting practical approaches or decision models as a further development of a particular cost management method, which is a clear difference from the MA literature.

This review focused on the same cost management methods, and future research could also consider other cost management methods which are likely to be more important in the IOM literature compared to the MA literature. Future research could also investigate innovative cost management practices in more detail through longitudinal case studies.

This review of research on methods for cost management published outside the MA literature provides an overview for MA researchers. It highlights key differences between both literatures in their research of the same cost management methods.

The learning outcomes are as follows: introduce the concept of the decision-making process, decision-making unit and hierarchy of effects and marketing strategy; identify the critical aspect of segmentation, targeting and positioning; and highlight the critical element of pricing and communication media.

In early January 2017, Mr Ashish and Mr Rahul, co-founders of Biziga, a company engaged in training through simulation for management education, was at crossroads. Keeping in view the challenges of the emerging Indian market, Biziga envisioned creating participant-centric business learning simulations. The initial responses and feedback received from several top B-schools were promising. However, the euphoria did not last long. Biziga retained only a few of its initial clients from the Tier-1 B-schools who had adopted the product. But the response received from other categories of B-schools was not very encouraging. Acquiring new clients from these institutes was the major challenge. The founders of Biziga had differences in their thought about the strategic path they should pursue to achieve future growth. There were several options to achieve the goal of a target revenue of INR 1bn in the next five years and be known as a virtual gamification company with a complete bundle of business simulation products. They had to finalize for the financial year 2017-18 the most feasible and promising option/s that would have a long-term impact on the company’s future growth and success in the upcoming meeting scheduled in the last week of February 2017.

Postgraduate students and executive students.

Teaching notes are available for educators only.

CSS 8: Marketing.

Owing to the numerous part models and massive datasets used in automobile assembly design, virtual assembly software cannot simulate a whole vehicle smoothly in real time. For this reason, implementing a new virtual assembly environment for massive complex datasets would be a significant achievement. The paper aims to focus on this problem.

A new system named “Grid‐enabled collaborative virtual assembly environment” (GCVAE) is proposed in the paper, and it comprises three parts: a private grid‐based support platform running on an inner network of enterprise; a service‐based parallel rendering framework with a sort‐last structure; and a multi‐user collaborative virtual assembly environment. These components would aggregate the idle resources in an enterprise to support assembly simulation with a large complex scene of whole vehicle.

The system prototype proposed in the paper has been implemented. The following simulations show that it can support a complex scene in a real‐time mode by using existing hardware and software, and can promote the efficient usage of enterprise resources.

Using the GCVAE, it is possible to aggregate the idle resources in an enterprise to run assembly simulations of a whole automobile with massively complex scenes, thus observably reducing fault occurrence rates in future manufacturing.

The paper introduces a new grid‐enabled methodology into research on collaborative virtual assembly system which can make the best use of idle resources in the enterprise to support assembly simulations with massively complex product models. A video‐stream‐based method was used to implement the system; this enables designers to participate ubiquitously in the simulation to evaluate the assembly of the whole automobile without hardware limitations.

Effective product life cycle management will save costs and resources and improve customer service. Seeks to present a simulation model of the complete life cycle of a batch of products undergoing breakdown and repair and to show the ability of the model to predict future waste arisings and cost savings.

ARENA system simulation software is used for a novel application – a full life cycle of manufacture, use, repair and ultimate disposal. Two batches of products are compared: products with and without features which improve reliability. The number of replications for the Monte Carlo process can be calculated from the statistics of the model data.

The model demonstrates the predicted flows of products through their life cycle. The software has in‐built probability distributions that are not fully suitable for the problem modelled, requiring some artificial treatment, especially when using the delay function. The number of replications should be increased, requiring additional computer time.

The model is potentially valuable for producers wishing to predict the effect on future costs or the risk of modifying designs. The method can also be used to assist waste management using the output graphs of disposed components or products; hence the economics of component remanufacture or reuse can be modelled.

The paper presents the first known application of manufacturing system simulation software for modelling product life cycles.

Despite the growing importance of visual information, user-generated photos in product reviews have received relatively little attention. We investigate whether the contextual background of a product image can influence consumers' perceptions of review helpfulness and product evaluation.

Online experiments were conducted using a scenario technique. A single factor (contextual background: low vs. high) between-subjects design was conducted in Study 1. A 2 (contextual background: low vs. high) × 2 (mental simulation: outcome vs. process) between-subjects design was conducted in Study 2.

A photo with a high (vs. low) contextual background enhances mental imagery, increasing perceived helpfulness and product evaluation. Furthermore, mental simulation plays a significant moderating role in the relationship between contextual background and mental imagery.

Based on cue utilization theory, this study identifies how the contextual background of product images affects consumers' perception and product evaluation by uncovering the underlying mechanism of mental imagery. Furthermore, the research examines the moderating effect of mental simulation while reviewing user-generated photos.

This report on the 1998 Computers in Manufacturing exhibition examines the 3D simulation software products on display. While hardly competing in volume with the popular ERP and MRP manufacturing control packages, the impact of simulation products is beginning to have a major impact not just on the planning but also on the control of whole factories. New products that were announced by four leading simulation product vendors are reviewed and this shows that the trend towards the digital factory is accelerating. As well as describing the specification of the new suites of software, examples are given of the benefits being achieved with existing simulation products in a UK car company and German shipyard.

This paper aims to study knowledge sharing behavior in online brand community (OBC), considering the instantaneous change of consumers’ self-efficacy, knowledge and non-linear characteristic of sharing behavior. It also explores the influence of two external forces, namely, community growth and product innovation.

An objected model reflecting knowledge dynamics is developed to observe knowledge sharing performance in OBC, and then an agent-based simulation is used to run computational experiments on knowledge sharing difficulty, experience, product innovation and community growth to observe consumers’ knowledge sharing performance.

It is observed that the difficulty of successful knowledge sharing is indeed related to knowledge sharing performance. In addition, direct experience can enhance consumers’ self-efficacy that further urges consumer to share knowledge. Although product innovation causes a sudden decrease in knowledge sharing performance, it also arouses consumers’ desire for new knowledge which benefits consumers’ knowledge sharing. However, the disruption caused by product innovation eventually outweighs its benefit. Finally, a growing community is found to be bad for sharing knowledge. The slower the OBC grows, the better the knowledge sharing performs.

This study highlights the dynamic changes of knowledge sharing in OBC; particularly, the simulation model in this paper accounts for the direct and dynamic effects of several important factors on knowledge sharing performance amid interruption. The research results can provide decision support for firm managers.