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Effectively Communicating New Product Benefits To Consumers: The Use Of Analogy Versus Literal Similarity, A. Ait El Houssi, K. P. Morel, E. J. Hultink
Effectively Communicating New Product Benefits To Consumers: The Use Of Analogy Versus Literal Similarity, A. Ait El Houssi, K. P. Morel, E. J. Hultink
Faculty of Commerce - Papers (Archive)
The main point this study wants to make is that the use of analogies in advertising for really new products is a more effective means of communicating a new product’s distinctive benefits to consumers than is the use of literal similarity comparisons. This hypothesis was tested by means of an experiment with a 3 (comparison type: explicit analogy, implicit analogy, literal similarity) x 2 (product: Auto Mower, Smart Pen) design. The results showed a significant effect of the use of implicit analogy in advertising on consumer’s benefit comprehension for one of the two really new products. The use of analogies …
Analogical Learning Of New Product Benefits: Between-Domain Analogies Versus Within-Domain Analogies., A. Ait El Houssi, K. P. Morel, E. J. Hultink
Analogical Learning Of New Product Benefits: Between-Domain Analogies Versus Within-Domain Analogies., A. Ait El Houssi, K. P. Morel, E. J. Hultink
Faculty of Commerce - Papers (Archive)
The slow rate at which many really new products (RNPs) are adopted can at least partially be explained by the low observability of the distinct benefits. It is suggested that between-domain analogies rather than within-domain analogies are effective in directing consumer’s attention to the key benefits of and developing preferences for a RNP. The results of a laboratory experiment show a significant relationship between ads using between-domain analogies and consumer’s benefit comprehension for one of the two RNPs. The relationship with preferences for the RNP, however, is insignificant. But an increased benefit comprehension positively influences preferences for the RNP. We …