Consumer Processing of Advertising For Really New Products

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.



Citation:

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.

Authors

David Alexander, University of St. Thomas



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives

Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA

Read More

Featured

Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?

Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA

Read More

Featured

Millionaires on Instagram: Millennials’ Display of Experiential Luxury and Personal Branding Strategies on Visual Social Media

Marina Leban, ESCP Europe, France
Benjamin G. Voyer, ESCP Europe, France

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.