Empirical theories on efect of advertising on new products

Here are some empirical theories on the effect of advertising on new products:

  1. The Awareness-Interest-Desire-Action (AIDA) Model: This model suggests that advertising can increase awareness of a new product, generate interest, create desire, and ultimately lead to action (purchase). Studies have shown that advertising can increase brand awareness and consideration, which can ultimately drive sales (e.g., [1]).
  2. The Elaboration Likelihood Model (ELM): This model proposes that advertising can influence consumer attitudes and behavior by either increasing the likelihood of elaboration (i.e., thinking deeply about the product) or by increasing the motivation to process information (e.g., [2]). Empirical studies have found that advertising can increase elaboration and motivation, leading to more positive attitudes and purchase intentions.
  3. The Source Credibility Theory: This theory suggests that the credibility of the advertising source (e.g., celebrity endorsement, expert endorsement) can influence consumer attitudes and behavior. Studies have shown that advertising with credible sources can increase perceived quality, trust, and purchase intentions (e.g., [3]).
  4. The Social Identity Theory: This theory proposes that advertising can influence consumer behavior by appealing to social identity (e.g., group membership, social status). Empirical studies have found that advertising that appeals to social identity can increase brand loyalty and purchase intentions (e.g., [4]).
  5. The Emotional Connection Theory: This theory suggests that advertising can create an emotional connection with consumers, which can increase brand loyalty and purchase intentions. Studies have shown that advertising that evokes emotions (e.g., joy, excitement) can increase brand attachment and loyalty (e.g., [5]).
  6. The Cognitive Dissonance Theory: This theory proposes that advertising can reduce cognitive dissonance (i.e., the discomfort caused by conflicting attitudes or behaviors) by providing a rational explanation for a new product. Empirical studies have found that advertising that reduces cognitive dissonance can increase purchase intentions and brand loyalty (e.g., [6]).
  7. The Framing Effect Theory: This theory suggests that advertising can influence consumer behavior by framing information in a way that influences perceptions and attitudes. Studies have shown that advertising that frames information in a positive or negative light can influence consumer attitudes and purchase intentions (e.g., [7]).

These empirical theories provide insights into the effects of advertising on new products and can inform advertising strategies to increase brand awareness, consideration, and purchase intentions.

References:

[1] Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

[2] Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to persuasion: An individual difference perspective. Journal of Personality and Social Psychology, 45(5), 1038-1049.

[3] McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.

[4] Ashforth, B. E., & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.

[5] Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

[6] Festinger, L. (1957). A theory of cognitive dissonance. Stanford University Press.

[7] Tversky, A., & Kahneman, D. (1979). The framing of decisions and the psychology of choice. Science, 205(4417), 453-458.