The Evolution and Antecedents of Transformational Advertising: A Conceptual Model

Publication Type

Conference Proceeding Article

Publication Date

1996

Abstract

Transformational advertising provides a key concept for explaining consumers' reactions to advertising. The Product Life Cycle literature suggests that advertising evolves as product-markets develop. The consumer learning perspective suggests that consumers also evolve as markets mature. This suggests that consumers' information needs change with the passage of time. The antecedents of transformational advertising are identified, and an overall model is created to predict the likelihood of transformational advertising. Among the proposed predictor variables are consumer factors (e.g., involvement, conspicuousness) and market factors (e.g., product homogeneity, technological stability). The framework presented here furthers our understanding of the relationship between consumer behavior and advertising trends.

Discipline

Advertising and Promotion Management | Marketing

Research Areas

Marketing

Publication

Advances in Consumer Research 1996

Volume

23

Editor

Corfman, Kim; Lynch, John

First Page

49

Last Page

55

ISSN

0098-9258

ISBN

9780915552177

Publisher

Association for Consumer Research

City or Country

Provo, UT

Comments

In Kim Corfman and John Lynch (Eds.)

Additional URL

https://www.acrwebsite.org/volumes/display.asp?id=7913

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