Life-Changing Events Foster Favorable Responses to New Products

Friederike Kamm, Saarland University
Andrea Groeppel-Klein, Saarland University
Consumers experiencing life changes respond positively to unfamiliar products. In this paper, we examine the consequences of this finding for advertising. We show that advertisements that refer to life-changing events (vs. everyday life events) foster consumers’ openness to new products and improve their attitude toward unfamiliar brands with novel characteristics.
[ to cite ]:
Friederike Kamm and Andrea Groeppel-Klein (2014) ,"Life-Changing Events Foster Favorable Responses to New Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 537-538.