The temperature of newness: How vision-temperature correspondence in advertising influences newness perception and product evaluation
The temperature of newness: How vision-temperature correspondence in advertising influences newness perception and product evaluation
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新鲜感的温度：广告中的视觉-温度对应关系如何影响新鲜感和产品评价
DOI：
10.1016/j.jbusres.2023.113801
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发表时间：
2023
影响因子：
11.3
通讯作者：
Rajat Roy
中科院分区：
文献类型：
--
作者：
Taku Togawa;Hiroaki Ishii;Jaewoo Park;Rajat Roy
虽然研究表明背景广告图像可以向消费者传达各种概念，但没有研究调查其对广告产品感知模糊性和新颖性的影响。利用解释水平理论，我们通过探索新奇感知的心理机制来解决这一差距。通过四项研究表明，与冷（相对于暖）相关的背景广告图像会产生广告产品的新颖性（研究1），因为冷扩大的心理距离增强了感知模糊性，这是新颖性感知的关键驱动因素（研究2）。此外，背景广告图像对感知新鲜感的影响体现在产品风格是现代的（相对于古董的）（研究3），并随后提高消费者在遥远的（相对于近期的）未来购买计划的产品评价（研究4）。这些发现有助于建立一个理论框架来解释新鲜感是如何通过广告传播的。
Although studies have shown that background ad imagery can communicate various concepts to consumers, no research has investigated its effects on perceived ambiguity and newness of the advertised product. Drawing on construal level theory, we address this gap by exploring the psychological mechanism of newness perception. Through four studies, it is demonstrated that background ad imagery associated with coldness (vs. warmth) engenders perceptions of the newness of the advertised product (Study 1) as psychological distance enlarged by coldness enhances perceived ambiguity, a key driver of newness perception (Study 2). Moreover, the effect of background ad imagery on perceived newness manifests when the product style is modern (vs. antique) (Study 3) and subsequently improves product evaluation when consumers plan the purchase in the distant (vs. near) future (Study 4). These findings contribute to building a theoretical framework explaining how newness perception is communicated through advertising.