Ity of Applied Sciences Upper Austria. Her academic focuses on buyer integration in to the innovation approach. She has won three best-paper awards and has presented and published her function at a Brigatinib variety of scientific conferences and in academic journals, for instance Journal of Solution Innovation Management, International Journal of Innovation Management, Psychology Promoting, Creativity Innovation Management, and Technology Management. Ellis A. Van den Hende is assistant professor of advertising in the Solution Innovation Management division with the faculty of Industrial Design Engineering of Delft University of Technology. Her interests focus on the new item improvement method of innovations, and customer processing of stories. Her has appeared in Journal of Item Innovation Management, Technological Forecasting and Social Alter, Psychology Marketing and advertising, International Journal of Innovation Management, and -Technology Management.Transportation measures the extent to which a idea test participant can visualize an RNP and its usage. In accordance with transportation theory (Escalas, 2007; Gerrig, 1993; Green and Brock, 2000), transportation is actually a consumer’s capacity to create a vivid mental image of a particular scenario. Buyers who’re transported into a situation, such as employing a new solution idea (Escalas, 2004; Van den Hende and Schoormans, 2012), feel immersed inside the predicament and their thoughts and focus concentrate on it (Green and Brock, 2000; Lien and Chen, 2013). In RNP idea tests, transported people are capable to envisage an RNP vividly and easily envision working with the product. The aim of this short article is (1) to study the effect of idea presentation within a story format, technological reflectiveness, and item expertise on transportation and (2) to discover the part of transportation in improving customers’ potential to enumerate advantages and disadvantages of RNP concepts and to suggest beneficial improvement tips. These tips are valuable for companies if they are novel, feasible, and eye-catching to customers (Kristensson, Magnusson, and Matthing, 2002; Magnusson, 2009; Poetz and Schreier, 2012). The study delivers a theoretical contribution to the innovation management literature by examining the simultaneous impact of multiple drivers (i.e a presentation format and two domain-specific abilities) on worthwhile improvement suggestions for notion tests with RNPs (Hoeffler, 2003; Zhao et al 2012). For RNPs, prior has only examined either a brand new notion test strategy (e.g mental analogies [Dahl and Moreau 2002], narratives [Van den Hende and Schoormans, 2012], or animation [Dahan and Srinivasan, 2000]) with evaluation because the outcome variable, or possibly a single domain-specific ability (e.g shoppers with an emergent nature [Hoffman, Kopalle, and Novak, 2010], technologically reflective users [Schweitzer, Rau, Gassmann, and Van den Hende, 2015], or lead customers [von Hippel, 1986]) with concept generation or notion improvement as outcome variables. Additionally, the study extends transportation theory (Green and Brock, 2000; Van Laer, De Ruyter, Visconti, and Wetzels, 2014) for the context of concept improvement, and is, for the greatest of the authors’ know-how, the initial to investigate the generation of valuable improvement concepts by way of the enumeration of advantages and disadvantages as an outcome of transportation (see Van Laer et al. [2014] for a meta-analysis). As a substantive contribution, this short article delivers an understanding on the function of notion pr.