2026-10-12T22:22:46Z https://api.figshare.com/v2/oai

oai:figshare.com:article/33148829 2026-09-29T10:18:06Z category_43836 portal_791 item_type_3 month_year_09_2026

Comparative data on understanding, concreteness, and feedback length across nine product presentation conditions Nanami Furue (24507869) Economics, Business & Management Product presentation Consumer understanding Feedback length Between-subjects design <p dir="ltr">Data were collected through an online experiment conducted from January 23 to 26, 2026, targeting persons registered with Macromill, Inc. The final sample consisted of 468 Japanese adults (182 males, 286 females) aged 18 to 44 (mean age 34.01). The age range was restricted to under 45 to target consumer segments with relatively high receptivity to new products. A between-subjects design was used, with participants randomly assigned to one of nine presentation conditions (n = 52 per condition): A-1 (Basic), A-2 (Metaphor-generation), B (Metaphor-presentation), C (Video), D (Sketch), E (Anthropomorphism), F (Background), G (Immersive Persona), and H (Specific Persona). The dataset includes demographic variables such as gender and age, along with the assigned experimental condition. Primary measures include perceived ease_of_use and concreteness, both measured on a 5-point scale. To assess participant engagement and feedback quality, the number of characters in open-ended responses was recorded for four categories: product usage (len_usage), benefits (len_benefit), defects (len_defect), and improvement ideas (len_improve), with invalid responses converted to zero. The dataset also provides the mean character count across these four categories (len_total_avg) and its log-transformed value (len_total_log). Effort (perceived mental effort) was also measured, alongside three items capturing innovation perceptions: innov_1 (originality), innov_2 (novelty), and innov_3 (creativity). Finally, innov_avg represents the composite mean score of these three innovation-related items.</p> 2026-09-29T00:00:00Z Dataset Dataset 10.50998/data.marketing.33148829.v1 https://figshare.com/articles/dataset/Comparative_data_on_understanding_concreteness_and_feedback_length_across_nine_product_presentation_conditions/33148829 CC BY 4.0