Advertising Co-Created New Products: an Exploration of Consumer Responses and Success Contingencies
Co-created new products are increasingly popular but their failure rate is sobering; traditional advertising techniques may be inadequate to stimulate adoption. This qualitative study reveals that consumers responses are contingent upon eight aspects differently combining with a "made-with-consumers" claim and pertain to perceived claim veracity, brand integrity and action meaningfulness.
Fanny Cambier and Ingrid Poncin (2020) ,"Advertising Co-Created New Products: an Exploration of Consumer Responses and Success Contingencies", 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: 240-243.
Fanny Cambier, NEOMA Business School
Ingrid Poncin, Université Catholique de Louvain
NA - Advances in Consumer Research Volume 48 | 2020
I7. Male Spokespeople: Antecedents and Consequences of Social Comparison
Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University
Data-Driven Computational Brand Perception
Sudeep Bhatia, University of Pennsylvania, USA
Christopher Olivola, Carnegie Mellon University, USA
O1. Choice, Rejection, and Context Effects
Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education