Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

One-Two Marketing Punch Best for Product Launches

30.06.2008
A two-phased marketing approach works best for a new product launch, according to researchers at Tulane University's A.B. Freeman School of Business.

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
Further information:
http://www.tulane.edu

More articles from Business and Finance:

nachricht Microtechnology industry is hiring – positive developments of past years continue
09.04.2018 | IVAM Fachverband für Mikrotechnik

nachricht RWI/ISL-Container Throughput Index with minor decline on a high overall level
20.03.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: UNH scientists help provide first-ever views of elusive energy explosion

Researchers at the University of New Hampshire have captured a difficult-to-view singular event involving "magnetic reconnection"--the process by which sparse particles and energy around Earth collide producing a quick but mighty explosion--in the Earth's magnetotail, the magnetic environment that trails behind the planet.

Magnetic reconnection has remained a bit of a mystery to scientists. They know it exists and have documented the effects that the energy explosions can...

Im Focus: A Chip with Blood Vessels

Biochips have been developed at TU Wien (Vienna), on which tissue can be produced and examined. This allows supplying the tissue with different substances in a very controlled way.

Cultivating human cells in the Petri dish is not a big challenge today. Producing artificial tissue, however, permeated by fine blood vessels, is a much more...

Im Focus: A Leap Into Quantum Technology

Faster and secure data communication: This is the goal of a new joint project involving physicists from the University of Würzburg. The German Federal Ministry of Education and Research funds the project with 14.8 million euro.

In our digital world data security and secure communication are becoming more and more important. Quantum communication is a promising approach to achieve...

Im Focus: Research icebreaker Polarstern begins the Antarctic season

What does it look like below the ice shelf of the calved massive iceberg A68?

On Saturday, 10 November 2018, the research icebreaker Polarstern will leave its homeport of Bremerhaven, bound for Cape Town, South Africa.

Im Focus: Penn engineers develop ultrathin, ultralight 'nanocardboard'

When choosing materials to make something, trade-offs need to be made between a host of properties, such as thickness, stiffness and weight. Depending on the application in question, finding just the right balance is the difference between success and failure

Now, a team of Penn Engineers has demonstrated a new material they call "nanocardboard," an ultrathin equivalent of corrugated paper cardboard. A square...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

“3rd Conference on Laser Polishing – LaP 2018” Attracts International Experts and Users

09.11.2018 | Event News

On the brain’s ability to find the right direction

06.11.2018 | Event News

European Space Talks: Weltraumschrott – eine Gefahr für die Gesellschaft?

23.10.2018 | Event News

 
Latest News

NASA keeps watch over space explosions

16.11.2018 | Physics and Astronomy

UNH scientists help provide first-ever views of elusive energy explosion

16.11.2018 | Physics and Astronomy

How the gut ‘talks’ to brown fat

16.11.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>