Exploring the Effectiveness of the Label “New” in Product Packaging and Advertising
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.
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 , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 512-513.
Jiska Eelen, VU University Amsterdam, The Netherlands
Peeter Verlegh, VU University Amsterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands
NA - Advances in Consumer Research Volume 43 | 2015
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