More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness
Journal of Research in Interactive Marketing
ISSN: 2040-7122
Article publication date: 16 August 2022
Issue publication date: 4 May 2023
Abstract
Purpose
Many companies must choose a marketing strategy to promote new products. This includes publishing digital video advertising with interactive features on the Internet. Guided by the attribute-framing theory, this study investigates the impact of the number of positive attribute framings (NPAF) in advertising messages on consumer responses. This study aims to check whether new products are incrementally new products (INPs) or really new products (RNPs).
Design/methodology/approach
Content analysis was conducted to identify the forms and components of attribute framing used in advertisements and consumer responses (i.e. review valence). Furthermore, this study followed an expert scoring procedure to identify product newness (INP vs. RNP). Hierarchical polynomial regression analysis was used to investigate the relationship between the NPAF, customer response and product newness.
Findings
This study has three main findings: (1) regardless of whether the new product is INP or RNP, there is an inverted U-shaped relationship between NPAF and consumer responses; (2) the inflection point of NPAF (INP) is greater than the inflection point of NPAF (RNP) and (3) the maximum value of consumer response for INP is greater than that for RNP.
Originality/value
This study sheds light on the effectiveness of attribute framing in new product advertising. Compared to previous research on attribute framing of advertising, this study is based on a realistic scenario in which multiple attributes are framed within a given advertisement copy. Furthermore, secondary data were used to test the impact of NPAF on consumer responses and further explore the effects of product newness.
Keywords
Acknowledgements
This work was supported by the National Natural Science Foundation of China (grant no. 72072122).
Citation
Niu, Y., Feng, Z. and Niu, Y. (2023), "More is not necessarily better: an inverted U-shaped relationship between positively framed attributes and advertising effectiveness", Journal of Research in Interactive Marketing, Vol. 17 No. 3, pp. 453-469. https://doi.org/10.1108/JRIM-03-2022-0109
Publisher
:Emerald Publishing Limited
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