Publication Type
Journal Article
Version
acceptedVersion
Publication Date
11-2015
Abstract
This article demonstrates a new substantive finding: that kinetic property in advertising, defined as direction changes in the paths of moving on-screen ad elements, enhances consumer judgments of product novelty. Across six studies, the authors first outline an inference-based theory as to why the novelty-enhancing effect of kinetic property manifests: kinetic property generates impressions of how visually lively an ad is, which leads to inferences of product atypicality and, consequently, higher novelty judgments. Second, they demonstrate boundary conditions by showing that (1) the positive effect for kinetic property is evident with incremental (and not radical) innovations, (2) the effect dissipates when figure-ground contrast in the ad makes kinetic property less discriminable, (3) contextual adaptation to kinetic property can mitigate this effect, and (4) kinetic property enhances novelty judgments primarily when product category characteristics such as perceived market dynamism match with kinetic property-based executions. The authors offer substantive implications for firms marketing new products as well as for multimedia advertising.
Keywords
novelty, kinetic, new product, online, inference
Discipline
Marketing | Technology and Innovation
Research Areas
Marketing
Publication
Journal of Marketing
Volume
79
Issue
6
First Page
94
Last Page
111
ISSN
0022-2429
Identifier
10.1509/jm.14.0284
Publisher
American Marketing Association
Citation
KIM, Junghan and LAKSHMANAN, Arun.
How kinetic property shapes novelty perceptions. (2015). Journal of Marketing. 79, (6), 94-111.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5318
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1509/jm.14.0284