The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 13 September 2021
Issue publication date: 6 June 2022
Abstract
Purpose
While new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard.
Design/methodology/approach
This research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new product featuring an insight-based (vs effort-based) narrative. Study 2 extends the findings of Study 1 using different stimuli and establishes the underlying mechanism.
Findings
Results show that when a cuteness appeal is present, an insight-based (vs effort-based) narrative will lead to a higher purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect.
Originality/value
The findings of this research contribute to the literature on lay belief of creativity, cuteness, and product narrative, as well as managerial implications on how to promote new products.
Keywords
Citation
Septianto, F., Rostiani, R. and Paramita, W. (2022), "The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 6, pp. 1145-1157. https://doi.org/10.1108/APJML-04-2021-0274
Publisher
:Emerald Publishing Limited
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