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It’s not what you say, it’s the way you say it! Effective message styles for promoting innovative new services
journal contribution
posted on 2023-06-09, 19:32 authored by Kerrie Bertele, Stephanie Feiereisen, Chris StoreyChris Storey, Tom van LaerWhile innovations are critical to firms' long-term survival, they have a high failure rate. Identifying the factors that encourage consumer adoption of innovations is therefore essential for the successful management of new products and services. While prior research suggests that two message styles (i.e., metaphors and narratives) can help convey the benefits of new services, extant scholarly work has not examined which style increases adoption intentions to a greater extent. Study 1 demonstrates that metaphors enhance adoption intentions more than narratives for incrementally new services (INSs) but not for really new services (RNSs). Study 2 shows that low-figurativeness metaphors enhance adoption intentions more than high-figurativeness metaphors for INSs but not for RNSs and that consumers' negative cognitive responses underlie this effect. These findings have important implications for theory and practice.
History
Publication status
- Published
File Version
- Accepted version
Journal
Journal of Business ResearchISSN
0148-2963Publisher
ElsevierExternal DOI
Volume
107Page range
38-49Department affiliated with
- Strategy and Marketing Publications
Research groups affiliated with
- Intrapreneurship Hub Publications
- Marketing Innovation Research Group Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2019-11-05First Open Access (FOA) Date
2021-05-02First Compliant Deposit (FCD) Date
2019-11-04Usage metrics
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