TY - JOUR
T1 - The temperature of newness: How vision–temperature correspondence in advertising influences newness perception and product evaluation
AU - Togawa, Taku
AU - Ishii, Hiroaki
AU - Park, Jaewoo
AU - Roy, Rajat
N1 - Funding Information:
This work was supported by the Japan Society for the Promotion of Science (Grant-in-Aid for Scientific Research, grant number: 19K01943); the opinions expressed here are our own and do not necessarily reflect the views of the funding organization.
Publisher Copyright:
© 2023 Elsevier Inc.
PY - 2023/5
Y1 - 2023/5
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85149198355&partnerID=8YFLogxK
UR - https://cactusglobal.com/jp/
U2 - 10.1016/j.jbusres.2023.113801
DO - 10.1016/j.jbusres.2023.113801
M3 - Article
AN - SCOPUS:85149198355
SN - 0148-2963
VL - 160
SP - 1
EP - 12
JO - Journal of Business Research
JF - Journal of Business Research
M1 - 113801
ER -