Nonconformity Advertising to Teens
研究了非从众广告对青少年品牌感知和产品尝试的影响，通过实地和实验室实验发现，强调独特卖点的广告能有效提升青少年对软饮料品牌的评价和试用率。
<h3>ABSTRACT</h3> Nonconformity advertising delineates consumers9 characteristic of nonconformity and stresses that even those consumers with a strong need for nonconformity favor the focal brand. Given that today9s teens strive to be exclusive and unique, it is proposed that campaigns applying Reeve9s Unique Selling Proposition through nonconformity advertising would be effective in targeting the teenage market. Both a field and a laboratory study were conducted to track the influence of nonconformity advertising on adolescents9 perception of Cheerwine, a soft drink introduced to a new market region. Results showed that the campaign enticed more favorable brand perceptions and greatly increased product trial, supporting that Unique Selling Proposition could be an effective advertising strategy toward teens if the right benefit is implied.