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
Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body
Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland
Trusting the data, the self and “the other” in self tracking practices
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
E8. Perceptions of Out-Group Members: The Effects of Language Abstraction
Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK