EXPRESS: Divergent versus Relevant Ads? How Creative Ads Affect Purchase Intention for New Products

Abstract

Creative ads are applied widely in new product marketing. The present research explores the impact of creative ads (divergent vs. relevant ads) on purchase intention for really new products (RNPs) and incrementally new products (INPs). A series of studies conclude that (a) divergent ads are more effective for promoting INPs; (b) relevant ads are more effective for promoting RNPs; (c) self-referencing mediates the joint effect of creative ads and product newness on purchase intention; and (d) there is an inverted-U-shaped relationship between self-referencing and purchase intention for new products. Theoretically, we argue that a moderate amount of self-referencing is particularly desirable – a “Goldilocks region” that produces an optimal level of persuasion. Managerially, we provide guidance to creative ad managers to help reach the “Goldilocks region” when advertising new products.