When Is a Good Thing a New Thing? How Upcycling Product Display Affects Consumer Novelty Perception and Advertising Evaluation

How does the position of source materials influence attitudes toward a repurposed product? We investigate the impact of product communication strategy on consumer attitude toward an upcycled product. Two studies demonstrate that how a company presents the past identity of an upcycled product influences consumers’ novelty perception and advertising evaluation.



Citation:

Junghyun Kim, Youngju Kim, and Junbum Kwon (2020) ,"When Is a Good Thing a New Thing? How Upcycling Product Display Affects Consumer Novelty Perception and Advertising Evaluation", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1203-1230.

Authors

Junghyun Kim, NEOMA Business School
Youngju Kim, NEOMA Business School
Junbum Kwon, University of New South Wales



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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