Innovators take note: If you're about to launch a revolutionary new product, plan a two-phased marketing strategy that first emphasizes its benefits and features and later focuses on the practical aspects of using the innovation.
That's the most effective means of getting consumers to change their behavior and buy a new product, according to "Managing Uncertainty in the Adoption of New Products: Temporal Distance and Mental Simulations," a recent article co-authored by Tulane University marketing professors Mita and Harish Sujan, assistant marketing professor Manish Kacker and Raquel Castano, marketing professor at Instituto Tecnologico y de Estudios Superiores de Monterrey. The article appeared in the June issue of the Journal of Marketing Research.
"Consumers have different concerns when they first hear about a new product compared to the time when they consider buying it," says Mita Sujan. "The key to a successful marketing plan is to shift the message to target these separate concerns."
In the first set of studies, researchers found that two types of uncertainties dominate consumer thinking. If the buying decision is in the distant future, consumers are primarily concerned with benefit-related concerns, such as how the product performs, and symbolic benefits, such as what others will think of the product. As the buying decision draws closer, consumers shift attention to cost-related uncertainties, such as how long will it take to learn how to use it or how much will it cost to maintain and own.
Separate studies evaluated strategies to target consumers. Communication strategies for new products launched in the relatively distant future elaborated on the “whys” of adoption (e.g., new and better technology). In contrast, communication strategies for product launches in the relatively near future encouraged consumers to elaborate on the “how-to's” of adoption, such as understanding how to operate the product. The results showed that synchronizing communication strategies along these lines increased product purchase rates and satisfaction with the product after purchase.
An additional study showed that the benefits of such time sensitive communication strategy are greatest for very innovative products such as the iPhone.
The studies have public policy implications as well. The research can help policymakers generate popular acceptance of new initiatives that substantially depart from the status quo. Based on the researchers' findings, initial communications about such policy changes should revolve around encouraging outcome or ‘why’ simulation. Closer to the policy implementation, communications must shift to the process or ‘how to’ simulation. The research suggests that carefully tailored communication strategies for the launch of a new product or policy initiative can have a beneficial impact on both organizational performance and consumer welfare.
Keith Brannon | newswise
Mathematical confirmation: Rewiring financial networks reduces systemic risk
22.06.2017 | International Institute for Applied Systems Analysis (IIASA)
Frugal Innovations: when less is more
19.04.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO
Physicists at the University of Bonn have managed to create optical hollows and more complex patterns into which the light of a Bose-Einstein condensate flows. The creation of such highly low-loss structures for light is a prerequisite for complex light circuits, such as for quantum information processing for a new generation of computers. The researchers are now presenting their results in the journal Nature Photonics.
Light particles (photons) occur as tiny, indivisible portions. Many thousands of these light portions can be merged to form a single super-photon if they are...
For the first time, scientists have shown that circular RNA is linked to brain function. When a RNA molecule called Cdr1as was deleted from the genome of mice, the animals had problems filtering out unnecessary information – like patients suffering from neuropsychiatric disorders.
While hundreds of circular RNAs (circRNAs) are abundant in mammalian brains, one big question has remained unanswered: What are they actually good for? In the...
An experimental small satellite has successfully collected and delivered data on a key measurement for predicting changes in Earth's climate.
The Radiometer Assessment using Vertically Aligned Nanotubes (RAVAN) CubeSat was launched into low-Earth orbit on Nov. 11, 2016, in order to test new...
A study led by scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg presents evidence of the coexistence of superconductivity and “charge-density-waves” in compounds of the poorly-studied family of bismuthates. This observation opens up new perspectives for a deeper understanding of the phenomenon of high-temperature superconductivity, a topic which is at the core of condensed matter research since more than 30 years. The paper by Nicoletti et al has been published in the PNAS.
Since the beginning of the 20th century, superconductivity had been observed in some metals at temperatures only a few degrees above the absolute zero (minus...
Researchers from the University of Miami (UM) Rosenstiel School of Marine and Atmospheric Science, the Italian Space Agency (ASI), and the Instituto Geofisico--Escuela Politecnica Nacional (IGEPN) of Ecuador, showed an increasing volcanic danger on Cotopaxi in Ecuador using a powerful technique known as Interferometric Synthetic Aperture Radar (InSAR).
The Andes region in which Cotopaxi volcano is located is known to contain some of the world's most serious volcanic hazard. A mid- to large-size eruption has...
16.08.2017 | Event News
04.08.2017 | Event News
26.07.2017 | Event News
16.08.2017 | Physics and Astronomy
16.08.2017 | Materials Sciences
16.08.2017 | Interdisciplinary Research