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When a Good Thing Becomes a Better Thing: The Role of Lateral Display in Upcycled Product Advertisements
Journal of Advertising ( IF 6.528 ) Pub Date : 2021-05-18 , DOI: 10.1080/00913367.2021.1913265
Junghyun Kim 1 , Youngju Kim 2 , Junbum Kwon 3
Affiliation  

Abstract

An upcycled product—a new product created from reused waste materials—has two identities: a past identity derived from the source materials and a present identity associated with the product’s current value. This research investigates how the lateral display of an upcycled product’s past identity relative to its present identity changes consumers’ evaluations of upcycled product advertisements and their word-of-mouth (WOM) intentions. Across four studies, including an eye-tracking experiment, we demonstrate that consumers evaluate an upcycled product advertisement more (vs. less) favorably when the product’s past identity is presented to the left (vs. the right) of its present identity, which, in turn, affects consumers’ WOM on social media. We suggest that this lateral display effect is driven by consumers’ spatial representation of time. Our research carries managerial implications for marketing professionals who want to effectively advertise their upcycled products and contributes to the literature on upcycling by demonstrating the role of past-identity location in upcycled product advertisements.



中文翻译:

当一件好事变成一件好事:横向展示在升级产品广告中的作用

摘要

升级再造的产品——由再利用的废料制成的新产品——具有两个身份:源自原材料的过去身份和与产品当前价值相关的当前身份。本研究调查了升级改造产品过去身份相对于其当前身份的横向展示如何改变消费者对升级改造产品广告的评价及其口碑 (WOM) 意图。在包括眼动追踪实验在内的四项研究中,我们证明当产品的过去身份呈现在其当前身份的左侧(相对于右侧)时,消费者对升级后产品广告的评价更高(相对于更少)有利,其中,反过来,影响消费者在社交媒体上的口碑。我们认为这种横向展示效果是由消费者对时间的空间表征驱动的。

更新日期:2021-05-18
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