Journal of Marketing Science ›› 2024, Vol. 4 ›› Issue (1): 121-138.

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Technical or Colloquial——The Influence of Innovative Product's Advertising Style on Consumer's Product Adoption

Wang Changzheng,Wu Jingjing,Cai Aixin,Zhang Xixi,Cai Wenpei   

  1. Wang Changzheng, School of Economics and Management,Wuhan University;  Wu Jingjing, School of Economics and Management,Wuhan University;  Cai Aixin, School of Arts and Communication,China University of Geosciences,Wuhan;  Zhang Xixi, School of Economics and Management,Wuhan University;  Cai Wenpei, School of Economics and Management,Wuhan University;
  • Online:2024-01-16 Published:2024-05-30

Abstract: Launching new products to the consumer market is full of challenges. In the new product advertisements, companies have long used colloquial expressions to advocate products. As more and more new products introduce many new features, technical terms which can represent the product's scientific and technological performance have gradually been adopted for product promotion. So how should companies choose between the two types of advertising styles? The present research explores the influences of advertising styles (technical terms and colloquial expressions) on the purchase intentions of different innovative types of products——really new products and incrementally new products. Based on the Linguistic Clues Theory, Construal Level Theory and three experiments, this research proposes and verifies that there is a significant interactive effect between advertising style and product innovation type on consumers' willingness to purchase new products: the advertising style of technical terms could effectively improve consumers' purchase intentions of really new products, and the advertising style of colloquial expressions could effectively improve consumers' purchase intentions of incrementally new products. Processing fluency has a mediating effect in the above-mentioned interaction. In addition, the study also finds the applicability of the above mechanism under the conditions of different product attributes, and excludes the alternative explanations of perceived risk and perceived quality. The conclusion of this paper will provide suggestions for enterprises to improve the effectiveness of new product advertising. 

Key words: processing fluency, technical terms, colloquial expressions, really new products, incrementally new products