Life-Changing Events Foster Favorable Responses to New Products

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 537-538.


Friederike Kamm, Saarland University
Andrea Groeppel-Klein, Saarland University


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA

Read More


Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products

Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China

Read More


J7. Alienation from Ourselves, Alienation from Our Products: A Carry-over Effect of Self-alienation on Self-possession Connection

(Joyce) Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.