 Enhancing consumer evaluation of new products: The role of innovation newness and communication strategyJuyon Lee, Wujin Chu and Rajat Roy Journal of Business Research, 2024, vol. 182, issue C Abstract: This study investigates how the psychological distance associated with innovation newness interacts with the construal level of advertisement (ad) appeal to influence consumer product evaluations. We conduct three studies to demonstrate how to optimize consumer evaluations of incrementally new products (INPs) vs. radically new products (RNPs) by examining the moderating role of concrete attribute vs. abstract benefit appeals in advertising. Study 1 reveals that greater innovation newness increases the psychological distance toward new products. Study 2 demonstrates that attribute appeal is more effective when paired with INPs, low-level concrete construal, whereas benefit appeal is more effective when paired with RNPs, high-level abstract construal. This outcome is further mediated through processing fluency. Furthermore, Study 3 demonstrates that the matching principle applies to utilitarian products, but with hedonic products, abstract benefit appeal improves the evaluations of both INPs and RNPs. Keywords: Construal level theory (CLT); Innovation newness; Attribute vs. benefit appeal; Utilitarian vs. hedonic product; Processing fluency; Product evaluation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:182:y:2024:i:c:s0148296324002704 DOI: 10.1016/j.jbusres.2024.114766 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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