Digital strikes back: Reading digital clocks decreases new product adoption

Abstract

display mode on new product adoption has been little discussed. We hypothesize that when product-irrelevant information is displayed in a digital way (vs. analog), the construal level of users decreases, which in turn decreases their new product adoption. Methods We conducted an experiment in Hanoi, Vietnam using a new product by LG Electronics called Tromm Styler. Results We found that when participants read an analog (vs. digital) clock and reported time in the analog (vs. digital) way, their construal level increased, supporting H1. We also found that when their construal level increased, their willingness to adopt the new product increased, supporting H2. We further obtained evidence that the effect of display mode on new product adoption was mediated by construal level. Conclusions Our findings contribute to the academic discussions of behavioral economics in the context of new product adoption by introducing display mode as a new intervention. In particular, the dark side of digital display mode provides counter-intuitive insights into researchers who primarily shed light on its bright side. For the design practitioners, we recommend them to display product-irrelevant information (e.g., time, temperature, and humidity) in an analog way to encourage shop visitors to think abstractly and adopt new products.