By Ralf Terlutter, Sandra Diehl, Shintaro Okazaki
The aim of the e-book is to enhance extra systematic learn within the fields of advertisements and conversation shape a global viewpoint. well known conversation researchers from around the world have contributed to the making of this publication.
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Additional info for Advances in Advertising Research, Volume 1: Cutting Edge International Research
Limited editions are new exemplars of the brand category. The inclusion of the limited edition leads to a change of the mental brand representation. It can be assumed that there is a positive evaluation for limited editions in those FMCG-categories which tend to exploration. However, positive feedback effects on the overall-attitude can be expected only for weak brands, because strong brands are assumed to already have a stable attitude (Keller/Aaker 1992). Moreover, the quality of novelty, which is associated with limited editions, leads to a changing attitude towards the brand.
Effects related to the limited availability of a product arise from theoretical approaches about scarcity. A scientific discussion concerning the impact of atypical products follows from categorisation theory. In addition, theoretical approaches, which discuss the role of need for stimulation, are used. Exploratory tendency: The desire for stimulation by diversification and new sensory experiences is assumed to be a basic motivation for buying limited editions (Banasiak 2005; Oller 2006). In exploration research, this issue is called exploratory tendency and contains behavioural tendencies which help to regulate arousal and result from the motivation for stimulation seeking (Raju 1980).
Therefore, hypothesis 4 can be confirmed. 001) increase significantly high. Therefore, hypothesis 5 can be confirmed as well (fig. 3). 30 Franz-Rudolf Esch, Kai Winter Attitude towards the Brand Brand Creativity 3,00 3,00 3,00 2,00 2,50 2,50 2,50 1,50 1,89 2,00 2,00 2,25 2,10 1,84 1,50 1,50 1,25 1,00 2,00 1,00 1,00 1,50 0,50 0,00 1,00 0,90 0,50 0,50 0,50 - 0,50 0,00 0,00 0,00 - 1,00 -0,90 before launching 1 Limited Edition after launching 2 Limited Edition -0,74 before launching 1 Limited Edition after launching 2 Limited Edition Strong Brand Weak Brand Figure 3: 7 Results of experiment II Conclusions The results show that consumers in the low involvement-area apply a “scarce = novel”-heuristic and that they conclude from the limitation to the exclusiveness of the product.