Of clouds and zombies: How and when analogical learning improves evaluations of really new products
研究揭示类比学习的完整程度（访问、映射/转移、推理）和类比基域远近如何影响消费者对真正新产品的评价，发现基域相似时增加映射信息提升评价但增加推理信息降低评价，基域远时更多信息提升评价，且解决类比的乐趣起中介作用。
Abstract Really new products (RNPs) defy classification within existing categories while challenging consumers' prior knowledge and thus are often difficult to fully appreciate. Using analogies to help consumers learn about novel features and benefits is one approach proposed in the new product literature. We examine the impact of revealing more stages of an analogy (access, mapping/transfer, and inference) and the proximity of the base domain of the analogy on evaluations of an RNP. When the base domain is similar to the new product, adding mapping/transfer information leads to more favorable evaluations, while adding the desired inference reduces evaluations. However, when the base domain is distant from the new product, revealing more information on the analogy leads to higher evaluations of RNPs. The enjoyment that arises from solving the analogy mediates the relationship between analogy completeness and product evaluations.