How can the word “NEW” evoke consumers' experiences of novelty and interest? |
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| Institution: | 1. Curtin University, Australia;2. University of Queensland, Australia;1. Peter T. Paul College of Business and Economics, University of New Hampshire, 10 Garrison Avenue, Durham, NH 03824-2602, United States;2. School of Business and Information Technology, University of Ontario Institute of Technology, Oshawa, Ontario, Canada;3. Marketing School of Management, The Sage Colleges, 140 New Scotland Ave, Albany, NY 12208, United States;1. Faculty of Business & Law, Swinburne University of Technology, Hawthorn, Victoria, 3122, Australia;2. School of Business & Law, Edith Cowan University, Perth 6027, Australia;3. Sripatum International College, Sripatum University, Bangkok 10900, Thailand;1. Psychology Department, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand;2. Department of Management, Marketing and Entrepreneurship, University of Canterbury, Private Bag 4800, Christchurch 8140, New Zealand |
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| Abstract: | This paper examines the role advertising cues play in inducing subjective perceptions of product novelty and how they can evoke consumer interest toward an advertisement. Specifically, it uses behavioral and psychophysiological measures to: (1) investigate the effect of novelty cues on consumers’ subjective appraisal of novelty; (2) demonstrate that novelty cues may evoke the emotion of interest; and (3) differentiate the effect of the emotion of interest on liking and arousal. Across two experimental studies, we demonstrated that simply adding the word “new” in an advertisement increases behavioral (i.e., viewing duration) and psychophysiological responses (i.e., cardiac activity) of interest. However, the word “new” did not evoke liking and arousal. This suggests that novelty cues in an advertisement will make the consumers perceive the product to be novel and further evoke consumer interest. |
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| Keywords: | Advertising cue Novelty Newness Interest |
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