Interactive Influence Of New Product Launch Notice Time And Advertising Appeal On Consumers' Purchase Intention

With the increasingly fierce market competition and the increase of personalized needs of consumers,more and more enterprises will make advance notice before the new products go on the market,hoping to speed up the market penetration of new products and extend the product cycle.In this context,new product forecast has become an important means to improve the competitiveness of enterprises.New product notice includes notice time,notice content,notice channel and so on.As one of the important factors of new product notice,notice time is very important for enterprises.But what time does the enterprise choose to make the forecast to maximize the effect?At present,the academic research on the new product notice mainly starts from the whole notice behavior,and studies the influence of the notice behavior on the enterprise,brand and product,less from the perspective of the notice time.In order to solve the lack of scholars' research on the forecast time,and help enterprises to solve the problem of difficult selection of the forecast time.This study introduces the variables of advertising appeal and cognitive load to explore the influence of the time of notice on consumers' purchase intention under different conditions.Specifically,this study focuses on three issues: the first is the influence of the interaction between notice time and advertising appeal on consumers' purchase intention;the second is the introduction of psychological simulation to explore the internal mechanism of the interaction between notice time and advertising appeal on consumers' purchase intention;the third is the introduction of cognitive load to explore the interaction between notice time and advertising appeal The regulatory effect of.According to the characteristics of the research object and content,three experiments are designed in this study.The first experiment is "2(notice time: notice time is near vs.notice time is far)×2(advertising appeal: perceptual appeal vs.rationalappeal)",which is mainly used to investigate the influence of the interaction between notice time and advertising appeal on consumers' purchase intention.The second experiment is "2(notice time: notice time is near vs.notice time is far)×2(advertising appeal: perceptual appeal vs rational appeal)",which further verifies the influence of the interaction between advertising appeal and notice time on consumers' purchase intention,and at the same time examines the intermediary effect of psychological simulation.The third experiment is "2(notice time: notice time is near vs.notice time is far)× 2(advertising appeal: perceptual appeal vs rational appeal)×2(cognitive load: high vs low)",which is mainly used to investigate the regulatory effect of cognitive load.The results show that:(1)there is an interaction between the time of notice and the demand of advertisement.For the perceptual demand advertisement,the time of notice is closer than the time of notice;for the rational demand advertisement,the time of notice is closer than the time of notice;and(2)the psychological simulation affects the interaction between the time of notice and the demand of advertisement The purchase intention plays an intermediary role;(3)Cognitive load plays a regulatory role in the interaction of pre notice time and advertising demands on consumers' purchase intention;when cognitive load is low,the interaction between pre notice time and advertising demands on consumers' purchase intention is significant;when cognitive load is high,the interaction between pre notice time and advertising demands on consumers' purchase intention is not significant.The marketing enlightenment from the above research:(1)according to the characteristics of new products,select the right time for advance notice and advertising appeal.When the new products are focused on product quality and core technology,the time distance between the enterprise's advance notice and listing can be longer,and the rational appeal can be selected when choosing advertising appeal.When the new product is focused on the meaning of the product and the emotional value of the transfer,the time distance between the company's notice and listing can be short,and the emotional appeal can be selected at the same time.(2)For example,in the morning,when the cognitive load is low,consumers are more willing to process information,so the interaction between the notice time and the advertising demand has a more obvious impact on consumers' purchase intention.(3)When enterprises publicize,they shouldfocus on the characteristics of products,reduce excessive information consumption of consumers' cognitive resources,and influence consumers' purchase decisions.