Enhancing consumer evaluation of new products: The role of innovation newness and communication strategy
研究创新新颖性（渐进vs.激进）与广告诉求（属性vs.利益）的匹配如何影响消费者评价，发现利益诉求更适合激进新产品，属性诉求更适合渐进新产品，且该效应受产品类型（实用vs.享乐）调节。
• Consumers perceive greater psychological distance from RNPs than INPs. • Aligning the psychological distance of product innovation newness with the construal level of ad appeal enhances ad effectiveness. • Benefit (vs. attribute) appeal enhances the evaluation of RNPs (vs. INPs). • Processing fluency mediates the interaction between innovation newness and ad appeal on product evaluation. • This applies to utilitarian products, but for hedonic products, benefit appeal enhances the evaluation of both INPs and RNPs. This study investigates how the psychological distance associated with innovation newness interacts with the construal level of advertisement (ad) appeal to influence consumer product evaluations. We conduct three studies to demonstrate how to optimize consumer evaluations of incrementally new products (INPs) vs. radically new products (RNPs) by examining the moderating role of concrete attribute vs. abstract benefit appeals in advertising. Study 1 reveals that greater innovation newness increases the psychological distance toward new products. Study 2 demonstrates that attribute appeal is more effective when paired with INPs, low-level concrete construal, whereas benefit appeal is more effective when paired with RNPs, high-level abstract construal. This outcome is further mediated through processing fluency. Furthermore, Study 3 demonstrates that the matching principle applies to utilitarian products, but with hedonic products, abstract benefit appeal improves the evaluations of both INPs and RNPs.