Elizabeth A. Minton, Nathalie Spielmann, Pierrick Gomez
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If I Understand Why a Product Looks Weird, Will I Buy It?
Consumers are increasingly exposed to advertising aimed at producing positive reactions toward goods that do not meet aesthetic marketplace standards, such as oddly shaped produce. In this paper, the authors posit that one of the reasons why consumers reject these aesthetically unexpected goods is because they lack a certain causal explanation, which can be clearly communicated through advertising. In four studies, including a field study, consumers exhibited higher preference for aesthetically unexpected goods when advertisements featured low causal uncertainty (i.e., few causes), particularly in comparison with when no causal information was provided. This effect occurred regardless of cause type (human versus natural).
期刊介绍:
The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.