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Article summary:
1. This article examines how consumer durable goods producers can leverage virtual reality for new product development.
2. The authors developed a prelaunch sales forecasting approach with two key features: virtual reality and an extended macro-flow model, which was tested in two field studies with two real-world innovations.
3. A laboratory experiment was conducted to understand the mechanisms of virtual reality, revealing that it fosters behavioral consistency between participants’ information search, preferences, and buying behavior.
Article analysis:
The article is generally reliable and trustworthy in its presentation of the research findings and conclusions. The authors provide detailed descriptions of their research methods, including the data collection process for the field studies and laboratory experiment, as well as the analysis techniques used to assess the results. Furthermore, they provide evidence to support their claims by citing relevant literature throughout the article.
The article does not appear to be biased or one-sided in its reporting; rather, it presents both sides of the argument fairly and objectively. For example, when discussing potential advantages of using virtual reality in new product development (NPD), the authors acknowledge that there is still limited knowledge on this topic and call for further research. Additionally, they discuss alternative theoretical perspectives when examining why virtual reality simulations lead to advantages in forecasting (RQ2).
The only potential issue with this article is that it does not explore any counterarguments or possible risks associated with using virtual reality in NPD. While this may be due to space constraints or other factors, it would have been beneficial if these points had been addressed more thoroughly.