Consumer Processing of Advertising For Really New Products

David Alexander, University of St. Thomas
New product marketers must understand when their product’s psychological newness is an asset (or liability) for consumer learning about their products. Here, a dual mediator model is proposed wherein psychological newness affects consumers’ elaboration of new product messages indirectly by increasing both consumers’ curiosity about the product and skepticism about the message claims. In three studies (planned), credibility of the message source, social distance to the message source, and time to product adoption are expected to moderate the relationship between psychological newness and skepticism—dampening skepticism and increasing message elaboration.
[ to cite ]:
David Alexander (2008) ,"Consumer Processing of Advertising For Really New Products", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1011-1011.