부산대학교 도서관

Concept testing is an evaluation method for presenting concepts created at the planning stage of new products and services to assumed customers and grasping their acceptability and improvement points. The concepts usually presented are often a mixture of abstractions and concretes, such as conceptual product concepts (concept sentences) and specific product characteristics, or prototypes. However, survey cooperators have little experience in evaluating products and services at a conceptual level and are often biased toward concrete presentations. In this study, therefore, attention is paid to the point that products and services presented by concept tests are future events, and construal level theory is noticed. The construal level theory is a theory to explain the phenomenon that there is a strong tendency to make abstract and conceptual ideas and judgements when the psychological distance is far away, and that there is a strong tendency to make concrete and context-dependent ideas and judgements when the psychological distance is close. In this study, we prepared a psychological distance scale on the basis of the construal level theory for technology and service in the automobile and examined to use it for verification of the validity and selection of investigation cooperators of the concept test.