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
Europe's microtechnology industry is attuned to growth
10.03.2017 | IVAM Fachverband für Mikrotechnik
Preferential trade agreements enhance global trade at the expense of its resilience
17.02.2017 | International Institute for Applied Systems Analysis (IIASA)
Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.
The results will be published on March 22 in the journal „Astronomy & Astrophysics“.
Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...
Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.
Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...
In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...
Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.
Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...
Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.
Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...
20.03.2017 | Event News
14.03.2017 | Event News
07.03.2017 | Event News
24.03.2017 | Materials Sciences
24.03.2017 | Physics and Astronomy
24.03.2017 | Physics and Astronomy