Creative Appeals in Firm-Generated Content and Product Performance

说服 质量(理念) 产品(数学) 代理(哲学) 广告 一致性(知识库) 可读性 理解力 营销 心理学 计算机科学 业务 社会心理学 社会学 哲学 人工智能 认识论 程序设计语言 社会科学 数学 几何学
作者
Jifeng Mu,Jonathan Z. Zhang,Abhishek Borah,Jiayin Qi
出处
期刊:Information Systems Research [Institute for Operations Research and the Management Sciences]
卷期号:33 (1): 18-42 被引量:13
标识
DOI:10.1287/isre.2021.1051
摘要

Creative and original message appeals stimulate customers, generating arousal through novelties, meanings, associations, inspirations, human emotions and connections, and the degree to which the message appeals resonate and get the attention of the customers. Hedonic appeals imbue desirability around a product, endowing it with mystery or coolness, subtly invoking intentions, anticipation, and agency. Firms should highlight more about the hedonic rather than utilitarian features of products with high quality, highly consistent, or less complex firm-generated messages to persuade consumers to purchase. High-quality content is original and virtuosic, novel and compelling, curated and accurate, insightful and relevant, relatable and credible, authentic and immersive, and engaging and resonating with customers. Message goal consistency calls for alignment to central brand guidelines (i.e., what the brand stands for, its value proposition, and its purpose) and adherence to the brand DNA regarding look and feel, tone and manner in content creation. Writing clearly and concisely in a novel approach creates intrigue by making firm-generated content communications stick. Excellent writing and easy readability make for easy comprehension and consequently better persuasion. Firms stand to gain more by devoting resources, such as employee training for content creation and technology acquisition in getting high quality, easy-to-comprehend, and goal consistent messages to customers.
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