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Analogical reasoning and regulatory focus: using the creative process to enhance consumer-brand outcomes within a co-creation context

Kelly Naletelich (Department of Marketing, James Madison University College of Business, Harrisonburg, Virginia, USA)
Nancy Spears (Department of Marketing, Logistics and Operations Management, University of North Texas, Denton, Texas, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 20 May 2020

Issue publication date: 10 June 2020

907

Abstract

Purpose

New product development (NPD) is increasingly being delegated to consumers, yet little research has investigated consumer-centric factors that may influence this delegation. Thus, the purpose of this paper is to uniquely combine regulatory focus and analogical reasoning to investigate new product ideation and downstream consumer-brand responses.

Design/methodology/approach

A series of experiments were undertaken.

Findings

Study 1 revealed that promotion-focused consumers (as opposed to prevention-focused consumers) have significantly greater purchase intentions if given an analogical reasoning task before engaging in new product ideation due to their cognitive flexibility. Study 2 tested the effects of near vs far analogies and found that promotion-focused consumers use analogical thinking to a greater extent and have significantly higher purchase intentions if primed with far analogies because regulatory fit is enhanced. However, analogical thinking and purchase intentions significantly drop if primed with near analogies. In contrast, prevention-focused consumers use analogical thinking to a greater extent and have significantly higher purchase intentions if shown near analogies, compared to far analogies, because of improved regulatory fit. Both studies confirm a serial mediation chain involving task engagement, self-brand connection, and brand sincerity.

Research limitations/implications

This research extends current understanding regarding the role of creative tasks within consumer NPD. It also uniquely links regulatory focus and consumer task engagement in NPD to increase favorable brand responses.

Practical implications

Findings offer managerial insights that can positively increase consumer-brand outcomes during NPD.

Originality/value

This is one of the first studies to demonstrate the importance of analogical thinking and consumer-centric factors (i.e., regulatory focus) during the NPD process. This avenue of research is important, as most studies have neglected ways in which to increase consumer NPD task engagement, leaving resources unutilized.

Keywords

Citation

Naletelich, K. and Spears, N. (2020), "Analogical reasoning and regulatory focus: using the creative process to enhance consumer-brand outcomes within a co-creation context", European Journal of Marketing, Vol. 54 No. 6, pp. 1355-1381. https://doi.org/10.1108/EJM-05-2018-0354

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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