Effectively Communicating New Product Benefits to Consumers: The Use of Analogy versus Literal Similarity
Effectively Communicating New Product Benefits to Consumers: The Use of Analogy versus Literal Similarity
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向消费者有效传达新产品的好处：类比与字面相似的使用
DOI：
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发表时间：
2004
期刊：
影响因子：
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通讯作者：
E. Hultink
中科院分区：
文献类型：
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作者：
A. A. E. Houssi;K. P. Morel;E. Hultink
这项研究的主要观点是，在真正的新产品广告中使用类比比使用字面上的相似性比较更有效地向消费者传达新产品的独特优势。通过3（比较类型：外显类比、内隐类比、文字相似性）× 2（产品：自动割草机、智能笔）设计的实验对该假设进行了检验。研究结果显示，广告中使用内隐类比对消费者对两种真正新产品之一的利益理解有显著影响。在广告中使用类比并没有比使用字面上的相似性更能增加消费者的偏好。然而，我们确实发现了利益理解对产品偏好的积极影响。我们讨论了这些发现，并概述了未来的研究方向。
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 in the ads did not increase consumer preference to a greater degree than did the use of literal similarities. We did, however, find a positive effect of benefit comprehension on product preference. We discuss these findings and outline directions for future research.