When a product feels too futuristic, people hesitate. They may love the idea, but can’t picture using it yet. A new study found that for highly novel products, future-focused or abstract messaging actually slows adoption. Not skepticism, but psychological distance! Buyers can’t imagine themselves in a futuristic story. It feels too far off. Could be too many years of waiting for those rocket boots, or Elon Musk’s full self-driving mode. But research shows we can’t seem to picture that the...