Efectos de la publicidad anticipada de productos futuros sobre la actitud del consumidorun estudio comparativo entre España y Grecia

  1. Marcelo Royo-Vela 1
  2. Konstantinos Faidon Sylvestros 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Esic market

ISSN: 0212-1867

Año de publicación: 2018

Número: 159

Páginas: 119-174

Tipo: Artículo

DOI: 10.7200/ESICM.159.0491.3 DIALNET GOOGLE SCHOLAR

Otras publicaciones en: Esic market

Resumen

El presente análisis exploratorio utilizando un diseño experimental toma como referencia el modelo sobre publicidad anticipada propuesto por Dahlen et al. (2011). El estudio trata de medir, en un contexto intercultural, el efecto potencial de la publicidad de productos futuros sobre el procesamiento y la evaluación del anuncio, la actitud del consumidor hacia la marca, y el modo en que esta influencia puede determinar la intención de compra de los productos no existentes en el mercado. A fin de medir dichos efectos, destacando el efecto moderador potencial de la cultura del país, se utilizaron dos muestras de conveniencia: una de estudiantes griegos, y otra de estudiantes españoles, quienes respondieron a dos cuestionarios en relación a una campaña publicitaria para un coche, con anterioridad y posterioridad al lanzamiento del producto. Además, se utilizaron dos muestras adicionales para ambos países para detectar el efecto potencial de la disponibilidad del producto sobre la anticipación y evaluación del consumidor. Los resultados reflejan que la publicidad de productos futuros genera más incertidumbre que la de los productos actuales, y que los consumidores muestran una mayor anticipación y predisposición hacia el producto futuro que hacia el actual.

Referencias bibliográficas

  • Alexander, D. L., Lynch, J. G. y Wang, Q., 2008, “As Time Goes By: Do Cold Feet Follow Warm Intentions for Really New Versus Incrementally New Products?”. Journal of Marketing Research, 45 (June), 307-319. http://dx.doi.org/10.1509/jmkr.45.3.307
  • Bayus, B. L., Erickson, G. y Jacobson, R., 2003, “Financial Rewards of New Product Introductions”. Management Science, 49 (2), 197-210. http://dx.doi.org/10.2139/ssrn.267896
  • Bayus, B. L., Jain, S. y Rao, A. G., 2001, “Truth or consequences: An analysis of vapourware and new product announcements”. Journal of Marketing Research, 38(1), 3-13. http://dx.doi.org/10.1509/jmkr.38.1.3.18834
  • Boyle, G. J., 1985, “Self-report measures of depression: some psychometric considerations”. British Journal of Clinical Psychology, 24, pp. 45-59. http://dx.doi.org/10.1111/j.2044-8260.1985.tb01312.x
  • Braun La Tour, K. y La Tour, M., 2004, “Assessing the long-term impact of a consistent advertising campaign on consumer memory”. Journal of Advertising, 33, 2. http://dx.doi.org/10.1080/00913367.2004.10639160
  • Brockhoff, K. y Rao, V., 1993, “Toward a Demand Forecasting Model for Preannounced New Technological Products”. Journal of Engineering and Technology Management, 10 (3), 211-228. http://dx.doi.org/10.1016/0923-4748(93)90069-U
  • Brown, S. y Stayman, D., 2008, “Antecedents and consequences of attitude toward the ad: A meta-analysis”. Journal of Consumer Research, 19, 34-51. http:// dx.doi.org/10.1086/209284
  • Brown, S. P., Homer, P. M. y Inman, J. J., 1998, “A meta-analysis of relationships between ad-evoked feelings and advertising responses”. Journal of Marketing Research 35 (1), 114-126. http://dx.doi.org/10.2307/3151934
  • Buehler, R., 2002, “Inside the Planning Fallacy: The Causes and Consequences of Optimistic Time Predictions”, en Heuristics and Biases: The Psychology of Intuitive Judgment, ed. Thomas Gilovich y Dale Griffin, New York: Cambridge University Press, 250-70. http://dx.doi.org/10.1017/CBO9780511808098.016
  • Buehler, R., Griffin, D. y Ross, M., 1994, “Exploring the ‘Planning Fallacy’: Why People Underestimate Their Task Completion Times”. Journal of Personality and Social Psychology, 67 (3), 366-81. http://dx.doi.org/10.1017/CBO9780511808098.016
  • Cacioppo, J. y Petty, R., 1979, “Effects of message repetition and position on cognitive responses, recall and persuasion”. Journal of Personality and Social Psychology, 37, 97-109. http://dx.doi.org/10.1037/0022-3514.37.1.97
  • Cannon, H. M., Leckenby, J. D. y Abernethy, A., 2002, “Beyond effective frequency: Evaluating media schedules using frequency value planning”. Journal of Advertising Research, 42(6), 33-47. http://dx.doi.org/10.2501/JAR.42.6.33
  • Chaney, P. K., Devinney, T. M. y Winer, R. S., 1991, “The Impact of New Product Introductions on the Market Value of the Firm”. Journal of Business, 64 (4), 573610. http://dx.doi.org/10.1086/296552
  • Coulter, K. S., 2005, “An examination of qualitative vs quantitative elaboration likelihood effects”. Psychology & Marketing 22 (1): 31-49. http://dx.doi. org/10.1002/mar.20045
  • Dahlén, M., Thorbjørnsen, H. y Sjödin, H., 2011, “A taste for ‘Nextopia’. Exploring consumer response to advertising for future products”. Journal of Advertising, vol. 40, no. 4 (Winter 2011), pp. 33-44.
  • Ebert, J. E. J., Gilbert, D. T. y Wilson, T. D., 2009, “Forecasting and backcasting: Predicting the impact of events on the future”. Journal of Consumer Research, 36, 353-366.
  • Edell, J., 1993, “Advertising Interactions: A route to understanding brand equity”. Advertising Exposure, Memory and Choice, Andrew Mitchell, ed. Hillsdale, NJ: Erlbaum, 195-208.
  • Edell, J. y Keller, K., 1989, “The information processing of coordinated media campaigns”. Journal of Marketing Research, 26, 149-163. http://dx.doi. org/10.2307/3172602
  • Eliashberg, J. y Robertson, T. S., 1988, “New product preannouncing behaviour: A market signaling study”. Journal of Marketing Research, 25, 282-292.
  • Fishbach, A. y Dhar, R., 2005, “Goals as Excuses or Guides: The Liberating Effect of Perceived Goal Progress on Choice”. Journal of Consumer Research, 32 (3), 370-77. http://dx.doi.org/10.1086/497548
  • Gatfield, T., Barker, M. y Graham, P., 1999, “Measuring student quality variables and the implication for management practices in higher education institutions: an Australian and international student perspective”. Journal of Higher Education Policy and Management, 21(2), 239-252. http://dx.doi.org/10.1080/1360080990210210
  • Grant, S. y Tybout, A. M., 2008, “The Effect of Temporal Frame on Information Considered in New Product Evaluation: The Role of Uncertainty”. Journal of Consumer Research, 34 (6), 897-913. http://dx.doi.org/10.1086/527342
  • Greenleaf, E. y Lehmann, D. R., 1995, “Reasons for Substantial Delay in Consumer Decision Making”. Journal of Consumer Research, 22 (2), 189-99. http://dx.doi.org/10.1086/209444
  • Hair, J. F., Anderson, R. E., Tatham, R. L. y Black, W. C., 2005, “Análisis multivariada de datos”, 5.ª ed. São Paulo: Bookman.
  • Hall, E. T., 1976, “Beyond culture”. New York, NY: Doubleday.
  • Ho, Shu-Hsun, Jyh-Jeng, Wu y Chen, Y., 2010, “Influence of Corporate Governance and Market Orientation on New Product Preannouncement: Evidence from Taiwan’s Electronics Industry”. Asia Pacific Management Review, 15(1), 1-14.
  • Hoch, S. y Deighton, J., 1989, “Managing what Consumers learn from experience”. Journal of Marketing, 53, (April), 1-20. http://dx.doi.org/10.2307/1251410
  • Hoch, S. y Young-Won, Ha, 1986, “Consumer Learning: Advertising and the ambiguity of product experience”. Journal of Consumer Research, 13, 221-233. http://dx.doi.org/10.1086/209062
  • Hofstede, G., 1980, “Culture’s consequences: International differences in workrelated values”. Newbury Park, CA: SAGE Publications, Inc.
  • Hofstede, G., 1991, “Cultures and Organisations: Software of the Mind”. New York: McGraw-Hill.
  • Hofstede, G., 2001, “Culture’s consequences: comparing values. behaviours. institutions and organizations across nations” (2nd edition). SAGE Publications. USA
  • Hofstede, G., Neuijen, B., Ohayv, D. D. y Sanders, G., 1990, “Measuring Organizational Cultures: A Qualitative and Quantitative Study across Twenty Cases’’. Administrative Science Quarterly, 35 (2), 286-316. http://dx.doi.org/10.2307/ 2393392
  • Inglehart, R., 1998, “Modernización y posmodernización: El cambio cultural, económico y político en 43 sociedades”. Madrid: Centro de Investigaciones Sociológicas.
  • Jung, H., 2011, “Signaling quality with new product preannouncements: Vaporware and the role of reference quality”. Journal of Business Research 64 (11), 1251-58. http://dx.doi.org/10.1016/j.jbusres.2011.06.032
  • Kahneman, D., Knetsch, J. L. y Thaler, R. H., 1991, “Anomalies: The endowment effect, loss aversion, and status-quo bias”. Journal of Economic Perspectives, 5(1), 193-206. http://dx.doi.org/10.1257/jep.5.1.193
  • Kline P., 1986, A handbook of test construction: Introduction to psychometric design. Methuen, New York.
  • Koen, P., Silva-Risso, J., Srinivasan, S. y Hanssens, D. M., 2004, “New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry”. Journal of Marketing, 68 (October), 142-56.
  • Kotre, J., 1995, “White gloves: How we create ourselves through memory”. New York: Free Press.
  • Levin, I. P. y Gaeth, G. J., 1988, “How consumers are affected by the framing of attribute information before and after consuming the product”. Journal of Consumer Research, 15 (December), 374-378. http://dx.doi.org/10.1086/209174
  • Lilly, B. y Walters, R., 1997, “Toward a model of new product preannouncement timing”. Journal of Product Innovation Management, 14(1), 4-20. http://dx.doi.org/10.1111/1540-5885.1410004
  • Marks, L. y Kamins, M., 1988, “The use of product sampling and advertising: effects of sequence of exposure and degree of advertising claim exaggeration on consumers’ belief strength, belief confidence and attitudes”. Journal of Marketing Research, 25, 266-281. http://dx.doi.org/10.2307/3172529
  • Meyvis, T. y Cooke, A. D. J., 2007, “Learning from mixed feedback: Anticipation of the future reduces appreciation of the present”. Journal of Consumer Research, 34(2), 200-211. http://dx.doi.org/10.1086/519148
  • Mitchell, A. y Olson, J., 1981, “Are product attitude beliefs the only mediator of advertising effects on brand attitudes?”. Journal of Marketing Research, 18, 318332. http://dx.doi.org/10.2307/3150973
  • Nowlis, S. M., Mandel, N. y Deborah, B. M., 2004, “The effect of a delay between choice and consumption on consumption enjoyment”. Journal of Consumer Research, 31(3), 502-510. http://dx.doi.org/10.1086/425085
  • Ofek, E. y Turut, Ö., 2013, “Vaporware, suddenware, and trueware: New product preannouncements under market uncertainty”. Marketing Science 32 (2), 342-55. http://dx.doi.org/10.1287/mksc.1120.0762
  • Okasaki, S., 2012, “Handbook of Research on International Advertising”. Claremount, W.A.: ebooks corporation, Vol. 1, 1st ed. http://dx.doi.org/10.4337/9781781001042
  • Petty, R. E., Cacioppo, J. T. y Schumann, D., 1983, “Central and Peripheral Routes to Advertising Effectiveness: The moderating Role of Involvement”. Journal of Consumer Research, vol. 10, Septiembre, pp. 135-146. http://dx.doi. org/10.1086/208954
  • Puto, C. P. y Wells, W. D., 1984, “informational and Transformational Advertising: The Differential Effects of Time”, en Advances in Consumer Research, vol. 11, Thomas Kinnea, ed. Prov, UT: Association and Consumer Research, 638-643.
  • Rabino, S. y Moore, T., 1989, “Managing new-product announcements in the computer industry”. Industrial Marketing Management, 18(1), 35-43. http://dx.doi. org/10.1016/0019-8501(89)90019-9
  • Samuelson, W. y Zeckhauser, R., 1988, “Status quo bias in decision making”. Journal of Risk and Uncertainty, 1, 349-365. http://dx.doi.org/10.1007/BF00055564
  • Schatzel, K. y Calantone, R. J., 2006, “Creating Market Anticipation: An Exploratory Examination of the Effect of Preannouncement Behavior on a New Product’s Launch”. Journal of the Academy of Marketing Science, Vol. 34, No. 3, 357-366. http://dx.doi.org/10.1177/0092070304270737
  • Schatzel, K. E., Calantone R. J. y Droge, C., 2001, “Beyond the Firms Initial Declaration: Are Preannouncements of New Product Introductions and Withdrawals Alike?”. Journal of Product Innovation Management, 18 (2), 82-95.
  • Schumann, D., Petty, R. y Clemons, S. D., 1990, “Predicting the effectiveness of different strategies of advertising variation: A test of the repetition variation hypotheses”. Journal of Consumer Research, 17, 192-202. http://dx.doi. org/10.1086/208549
  • Schwartz, S. H., 1994, “Beyond individualism/collectivism: New cultural dimensions of values”. En Kim, U. et al. (eds.). Individualism and collectivism: Theory, method, and applications (85-119). London, EN: Sage publications.
  • Sekar, R., Unnava, H. R. y Montgomery, N. V., 2009, “The Moderating Effect of Brand Commitment on the Evaluation of Competitive Brands”. Journal of Advertising, 38 (2), 21-36.
  • Sorescu, A., Shankar, V. y Kushwaha, T., 2005, “New Product Preannouncements and Shareholder Value. Don’t Make Promises You Can’t Keep”. ZIBS Technical Report, 2005 AMA Doctoral Consortium, Emory University.
  • Sorescu, A., Shankar, V. y Kushwaha, T., 2007, “New product preannouncements and shareholder value: Don’t make promises you cant keep”. Journal of Marketing Research, 44(3), 468. http://dx.doi. org/10.1509/jmkr.44.3.468
  • Steenkamp, J. B., Nijs, E. M., Hanssens, V. R., Dominique M., Dekimpe, D. y Marnik, G., 2005, “Competitive Reactions to Advertising and Promotion Attacks”. Marketing Science, 24(1), 35-54. http://dx.doi.org/10.1287/mksc.1040.0069
  • Su, M. y Rao, V. R., 2010, “New Product Preannouncement as a Signaling Strategy: An Audience-Specific Review and Analysis”. Journal of Product Innovation Management, 27, 658-672. http://dx.doi.org/10.1111/j.1540-5885.2010.00743.x
  • Talke, K. y Snelders, D., 2013, “Information in launch messages: Stimulating the adoption of new high-tech consumer products”. Journal of Product Innovation Management 30 (4): 732-49. http://dx.doi.org/10.1111/jpim.12017
  • Wilson, T. D., Centerbar, D. B., Kermer, D. y Gilbert, D., 2005, “The pleasures of uncertainty: Prolonging positive moods in ways people do not anticipate”. Journal of Personality and Social Psychology, 88, 5-21. http://dx.doi. org/10.1037/0022-3514.88.1.5
  • Wilson, T. D., Wheatley, T. P., Meyers, J. M., Gilbert, D. T. y Axsom, D., 2000, “Focalism: A source of durability bias in affective forecasting”. Journal of Personality and Social Psychology, 78, 821-836. http://dx.doi.org/10.1037/0022-3514.78.5.821
  • Wu, Y., Balasubramanian, S. y Vijay, M., 2004, “When is a Preannounced New Product Likely to be Delayed?”. Journal of Marketing 68 (2), 101-113. http://dx.doi. org/10.1509/jmkg.68.2.101.27792
  • Zhang, Y., Fishbach, A. y Dhar, R., 2007, “When thinking beats doing: The role of optimistic expectations in goal-based choice”. Journal of Consumer Research, 34, 567-578. http://dx.doi.org/10.1086/520071
  • Zhao, M., Hoeffler, S. y Dahl, D., 2009, “The Role of Imagination-Focused Visualization on New Product Evaluation”. Journal of Marketing Research, 46 (February), 46-55. http://dx.doi.org/10.1509/jmkr.46.1.46
Fuente de los datos: Dialnet