Publication Type

Journal Article

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

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Additional URL

http://doi.org./10.1509/jm.14.0284

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