Advertising Strategies to Increase Usage Frequency

Abstract

Interest has been shifting from how consumers choose brands to how they use brands. The authors focus on how advertising can best encourage consumers to use a mature brand in a new situation. They develop a schema congruity framework that integrates comparison advertising with substitution-in-use research. The framework suggests that situation comparison ads favorably affect usage attitudes, but have no advantage over product comparison ads in enhancing a person's ability to recall the target brand in the target situation. The authors’ empirical study shows increases in brand usage. The authors conclude with implications for brand managers and researchers.

An exploration of consumer resistance to innovation and its antecedents

“…However, often such usage patterns develop over time without conscious reflection about how effective these habits still are (Wansink & Ray, 1996). Therefore, it could be beneficial to communicate to consumers how these innovations in fact do fit within their current lifestyle.…”

Performance implications of sales strategy: The moderating effects of leadership and environment

“…Specifically with regard to the marketing level, theoretical and empirical advances have enhanced our understanding of the nature of marketing-mix related strategies such as advertising and pricing (e.g., Kocas & Bohlmann, 2008;Wansink & Ray, 1996).…”

Violent Commercials in Television Programs for Children

“…Furthermore, significant differences between violence levels in spots for upcoming programs and sponsor ads beg questions about carryover effects of viewers' emotional states and recall, particularly when violent spots for upcoming programs precede non-violent commercials. Carryover effects of violence are well documented (Celsi and Olson 1988;Kamins 1990;Wansink and Ray 1996) and should be explored in this context.…”