EXPRESS: Divergent versus Relevant Ads? How Creative Ads Affect Purchase Intention for New Products

IF 5.1 1区管理学 Q1 BUSINESS

Journal of Marketing Research Pub Date : 2023-06-29 DOI:10.1177/00222437231187630

Hui Jiang, Paul R. Messinger, Yifei Liu, Zhi-yang Lu, Shuiqing Yang, Gang Li

引用次数: 0

Abstract

Creative ads are applied widely in new product marketing. The present research explores the impact of creative ads (divergent vs. relevant ads) on purchase intention for really new products (RNPs) and incrementally new products (INPs). A series of studies conclude that (a) divergent ads are more effective for promoting INPs; (b) relevant ads are more effective for promoting RNPs; (c) self-referencing mediates the joint effect of creative ads and product newness on purchase intention; and (d) there is an inverted-U-shaped relationship between self-referencing and purchase intention for new products. Theoretically, we argue that a moderate amount of self-referencing is particularly desirable – a “Goldilocks region” that produces an optimal level of persuasion. Managerially, we provide guidance to creative ad managers to help reach the “Goldilocks region” when advertising new products.

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EXPRESS：分歧与相关广告？创意广告如何影响新产品的购买意愿

创意广告在新产品营销中得到广泛应用。本研究探讨了创意广告（发散广告与相关广告）对真正新产品（RNP）和增量新产品（INP）购买意愿的影响。一系列研究得出结论：（A）不同的广告对推广INP更有效；（b）相关广告对推广RNP更有效；（c）自我参照中介了创意广告和产品新颖性对购买意愿的共同作用；（d）自我参照与新产品购买意愿之间存在倒U型关系。从理论上讲，我们认为适度的自我参照是特别可取的——一个产生最佳说服水平的“金发姑娘地区”。在管理方面，我们为创意广告经理提供指导，帮助他们在广告新产品时进入“金发姑娘地区”。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Research BUSINESS-

CiteScore

10.30

自引率

6.60%

发文量

期刊介绍： JMR is written for those academics and practitioners of marketing research who need to be in the forefront of the profession and in possession of the industry"s cutting-edge information. JMR publishes articles representing the entire spectrum of research in marketing. The editorial content is peer-reviewed by an expert panel of leading academics. Articles address the concepts, methods, and applications of marketing research that present new techniques for solving marketing problems; contribute to marketing knowledge based on the use of experimental, descriptive, or analytical techniques; and review and comment on the developments and concepts in related fields that have a bearing on the research industry and its practices.