Optimizing positive goal framing in advertising: differential consumer responses to new product categories

IF 9.6 2区 管理学 Q1 BUSINESS Journal of Research in Interactive Marketing Pub Date : 2024-07-22 DOI:10.1108/jrim-12-2023-0436
Yixuan Niu, Baolong Ma
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Abstract

Purpose

This research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new products (INPs) and really new products (RNPs). It moves beyond the traditional binary evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty.

Design/methodology/approach

Employing a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content analysis alongside hierarchical polynomial regression to dissect the dynamics between the volume of positive goal framings and consumer engagements. This examination is contextualized within the spectrum of product innovation, offering insights into the differential consumer behaviors elicited by INPs and RNPs.

Findings

The investigation uncovers a non-linear, inverted U-shaped correlation between the volume of positive goal framings and consumer responses. This relationship exhibits variability in its intensity between INPs and RNPs, with INPs demonstrating a more pronounced response variability around a higher inflection point on the curve. This pattern underscores the complex interplay between goal framing and product novelty in shaping consumer perceptions and actions.

Originality/value

This study pioneers the exploration of goal framing within the realm of product advertising, shifting the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies, delivering profound insights for marketers and advertisers in tailoring their campaigns to align with consumer expectations and product characteristics.

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优化广告中的积极目标框架:消费者对新产品类别的不同反应
目的本研究深入探讨了广告中积极的目标框架数量对消费者对新产品反应的细微影响,并将其分为渐进式新产品(INPs)和真正的新产品(RNPs)。本研究采用了内容分析法和分层多项式回归法来剖析积极目标框架数量与消费者参与度之间的动态关系,该数据集涵盖了六家以技术为中心的领先企业的 461 个数字视频广告。这项研究以产品创新为背景,深入探讨了 INPs 和 RNPs 所引发的不同消费者行为。研究结果这项研究发现,积极的目标框架数量与消费者反应之间存在非线性的倒 U 型相关关系。这种关系在 INPs 和 RNPs 之间表现出不同的强度,INPs 在曲线的较高拐点附近表现出更明显的反应变化。这一模式强调了目标框架和产品新颖性在塑造消费者认知和行动方面的复杂相互作用。原创性/价值这项研究开创了在产品广告领域探索目标框架的先河,将分析视角从传统的健康和医药领域转向了消费者响应广告行为的复杂性。这项研究通过 INPs 和 RNPs 对产品新颖性进行了独特的分类,从而增强了当前对有效广告策略的理解,为营销人员和广告商提供了深刻的见解,帮助他们调整广告活动,使其符合消费者的期望和产品特性。
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来源期刊
CiteScore
17.80
自引率
17.10%
发文量
31
期刊介绍: The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.
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