Exploring the Effectiveness of the Label “New” in Product Packaging and Advertising

Jiska Eelen, VU University Amsterdam, The Netherlands
Peeter Verlegh, VU University Amsterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
In four studies (in the lab, online, and in the supermarket) the authors demonstrate that a “new” label on product packages and in advertising leads to positive consumer responses towards the products. By means of moderation, mediation and eye tracking it is shown that a curious mindset underlies the effect.
[ to cite ]:
Jiska Eelen, Peeter Verlegh, and Bram Van den Bergh (2015) ,"Exploring the Effectiveness of the Label “New” in Product Packaging and Advertising", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 512-513.