The Effect Of Advertisement Appeal On Consumer Adoption Of New Products

It is a common strategy for enterprises to communicate with consumers with advertisement.Advertising appeal is the bridge in the process of communication,which determines whether advertising can reach consumer,arouse consumer resonance and ultimate purchase behavior.Advertising appeal is mainly divided into two kinds: emotional appeal and rational appeal.In the specific advertising strategy,it is necessary to judge according to the specific product type.In the process of product innovation,new products are constantly coming into the market and entering the public's vision.Eventually,it is a flash in the pan or a wave of praise,advertising appeal plays a vital role.Enterprises should choose appropriate forms of advertising for new products,so as to form a synonym for new products in the minds of consumers.With the application of advertising appeal in marketing practice,the attention to appeal type in academic research is also deepening.However,the existing research on advertising appeal mainly explores the impact on consumers from the two subdivisions of emotional appeal and rational appeal,which has not been explored in the context of new products.For different types of new products,what kind of advertising appeal should be chosen,which can promote the diffusion of new products and significantly enhance consumer's willingness to buy.According to the degree of product innovation,new products can be divided into two types: INP and RNP.Different product types have different value perception and risk perception,that is,the value perception of incremental new products is lower,and the risk perception of revolutionary new products is higher.For different types of new products,advertising appeals and their interaction will affect consumer's product evaluation and purchase intention.Based on the perspective of perceived value and perceived risk,two experiments were conducted to analyze the impact of advertising appeal and product type combination on consumer's willingness to adopt new products.The experimental data show that for incremental new products,emotional advertising appeal will lead to higher willingness to adopt new products;for revolutionary new products,rational advertising appeal will lead to higher willingness to adopt new products.Research 2 explores the mediating role of perceived value and perceived risk.The experimental data show that emotional appeal advertising enhances purchase intention by enhancing value perception of incremental new products;rational appeal advertising enhances purchase intention by weakening risk perception of revolutionary new products.This study extends the research on advertising appeal in marketing field to the background of new products,and tests the mediating role of perceived value and perceived risk.This study also has important guiding significance for enterprises to choose the type of advertising appeal in the process of releasing new products.Enterprises with different types of new products should choose appropriate forms of advertising appeal to enhance consumer's purchasing willingness.