Earticle

초록

영어

An upcycled product–a new product created from reused waste materials-has two identities: a past identity derived from the source materials and a present identity associated with the product’s current value. This research investigates how the lateral display of an upcycled product’s past identity relative to its present identity changes consumers’ evaluations of upcycled product advertisements and their word-of-mouth (WOM) intentions. Across four studies, including an eye-tracking experiment, we demonstrate that consumers evaluate an upcycled product advertisement more (vs. less) favorably when the product’s past identity is presented to the left (vs. the right) of its present identity, which, in turn, affects consumers’ WOM on social media. We suggest that this lateral display effect is driven by consumers’ spatial representation of time. Our research carries managerial implications for marketing professionals who want to effectively advertise their upcycled products and contributes to the literature on upcycling by demonstrating the role of past-identity location in upcycled product advertisements.

키워드

저자

• 김정현 [ 인하대 ]
• 김영주 [ NEOMA Business School ]
• 권준범 [ University of New South Wales ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국마케팅관리학회 학술대회

• 간기

  부정기

• 수록기간

  2018~2025

• 십진분류

  KDC 325 DDC 330