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How can the word “NEW†evoke consumers' experiences of novelty and interest?

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  • Sung, Billy
  • Hartley, Nicole
  • Vanman, Eric
  • Phau, Ian

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.

Suggested Citation

  • Sung, Billy & Hartley, Nicole & Vanman, Eric & Phau, Ian, 2016. "How can the word “NEW†evoke consumers' experiences of novelty and interest?," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 166-173.
    • Handle: RePEc:eee:joreco:v:31:y:2016:i:c:p:166-173
    DOI: 10.1016/j.jretconser.2016.02.010
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    References listed on IDEAS

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    Cited by:

    1. Sung, Billy & Vanman, Eric & Hartley, Nicole, 2019. "Interest, but not liking, drives consumer preference toward novelty," Australasian marketing journal, Elsevier, vol. 27(4), pages 242-248.
    2. Wang, Yawei & Kang, Qi & Zhou, Shoujiang & Dong, Yuanyuan & Liu, Junqi, 2022. "The impact of service robots in retail: Exploring the effect of novelty priming on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Poushneh, Atieh, 2021. "Humanizing voice assistant: The impact of voice assistant personality on consumers’ attitudes and behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    4. Wu, ChienHsing & Kao, Shu-Chen & Chiu, Hsin-Yi, 2019. "Determinants of discontinuous intention of attention to mobile instant message services," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 219-230.
    5. Jung, Inhaeng Noah & Sharma, Amit & Mattila, Anna S., 2022. "The impact of supermarket credibility on purchase intention of novel food," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 82-90.
    7. Pereira, Beulah & Sung, Billy & Lee, Sean, 2019. "I like watching other people eat: A cross-cultural analysis of the antecedents of attitudes towards Mukbang," Australasian marketing journal, Elsevier, vol. 27(2), pages 78-90.

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