The temperature of newness: How vision-temperature correspondence in advertising influences newness perception and product evaluation

被引：8

作者：

Togawa, Taku ^{[1
]}

Ishii, Hiroaki ^{[2
]}

Park, Jaewoo ^{[3
]}

Roy, Rajat ^{[4
]}

机构：

[1] Sophia Univ, Fac Econ, Dept Management, 7-1 Kioi Cho,Chiyoda ku, Tokyo 1028554, Japan

[2] Aoyama Gakuin Univ, Sch Business, Dept Mkt, 4-4-25 Shibuya,Shibuya Ku, Tokyo 1508366, Japan

[3] Chuo Univ, Fac Commerce, Dept Mkt & Trade, 742-1 Higashinakano, Hachioji, Tokyo 1920393, Japan

[4] Bond Univ, Bond Business Sch, Gold Coast, Qld 4226, Australia

来源：

JOURNAL OF BUSINESS RESEARCH | 2023年 / 160卷

基金：

日本学术振兴会;

关键词：

Background ad imagery; Perceived temperature; Psychological distance; Ambiguity; Newness perception; TEMPORAL DISTANCE; PSYCHOLOGICAL DISTANCE; CONSTRUAL-LEVEL; SOCIAL DISTANCE; CONSUMER; DESIGN; INNOVATIVENESS; RESPONSES; INFORMATION; AESTHETICS;

D O I：

10.1016/j.jbusres.2023.113801

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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.

引用

页数：12