Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products
研究发现，对于全新产品，相关型广告更有效；对于渐进式新产品，发散型广告更有效。自我参照的中介作用呈倒U型关系，存在最佳说服效果的“金发姑娘区域”。
Creative ads are applied widely in new product marketing. The present research explores the impact of creative ads (divergent vs. relevant ads) on purchase intention for really new products and incrementally new products. A series of studies concludes that (1) divergent ads are more effective for promoting incrementally new products, (2) relevant ads are more effective for promoting really new products, (3) self-referencing mediates the joint effect of creative ads and product newness on purchase intention, and (4) there is an inverted U-shaped relationship between self-referencing and purchase intention for new products. Theoretically, the authors argue that a moderate amount of self-referencing is particularly desirable—that is, there is a “Goldilocks region” that produces an optimal level of persuasion. They provide guidance to creative ad managers to help them reach the “Goldilocks region” when advertising new products.