The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

Abstract

PurposeWhile new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the effectiveness of a narrative emphasizing an insight versus an effort in this regard.Design/methodology/approachThis research presents two experimental studies. Study 1 examines the moderating role of cuteness on the likelihood of purchasing a new product featuring an insight-based (vs effort-based) narrative. Study 2 extends the findings of Study 1 using different stimuli and establishes the underlying mechanism.FindingsResults show that when a cuteness appeal is present, an insight-based (vs effort-based) narrative will lead to a higher purchase likelihood. However, these differences do not emerge when a cuteness appeal is absent (a control condition). Further, perceived brand creativeness will mediate this effect.Originality/valueThe findings of this research contribute to the literature on lay belief of creativity, cuteness, and product narrative, as well as managerial implications on how to promote new products.

Discovering New Insights from Compact Vehicle Users

“…Es de vital importancia el conocimiento de vivencias, factores y experiencias que componen la vida, acción y conducta de la audiencia [21]; los resultados hallados representan una forma de sentir, pensar o actual del consumidor; al establecer una relación que no estaba revelada antes o estaba oculta, al ser una compartida (no individual) y redactado en primera persona como el consumidor lo diría. Cabe resaltar que elaborar un insight no es solo repetir las frases IV.…”