Short answer
Integrate preannouncement strategies into the product launch plan to positively influence consumer perception of the entire brand portfolio.
- Field
- Innovation & Markets
- Source
- Journal of Product Innovation Management (2015)
- Method
- Experimental studies
- Evidence
- Strong effect
Preannouncing a new product can positively influence consumer perceptions of a brand's other, currently available products through a 'construal-level spillover' effect. This innovation & markets research insight is drawn from a 2015 study published in Journal of Product Innovation Management. Using Experimental studies, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Integrate preannouncement strategies into the product launch plan to positively influence consumer perception of the entire brand portfolio.
Preannouncing new products can boost existing product evaluations by 20%
Preannouncing a new product can positively influence consumer perceptions of a brand's other, currently available products through a 'construal-level spillover' effect.
Journal of Product Innovation Management · 2015
Key Findings
- 01New product preannouncements (NPPs) lead to more positive evaluations of a brand's other products compared to new product announcements (NPAs).
- 02This positive spillover effect is mediated by increased perceptions of similarity and a shift in construal level.
- 03The effect is more pronounced for 'really new' products than for incrementally new ones.
- 04The credibility of the preannouncement is crucial for the spillover effect to occur.
- 05The positive spillover is brand-specific and does not extend to competitor products; in fact, competitor products may be rated lower.
Application
Design takeaway
Integrate preannouncement strategies into the product launch plan to positively influence consumer perception of the entire brand portfolio.
How to apply
When planning a new product launch, consider a preannouncement campaign that highlights the product's novelty and is communicated through credible channels to positively influence perceptions of your current offerings.
Project actions
- 01Consider how a preannouncement for a hypothetical product might influence user perceptions of an existing product in your design project.
- 02Explore the role of perceived credibility in user engagement with new product concepts.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Controlled experimental design allows for clear causal inferences.
- +Investigates a novel marketing phenomenon with practical implications.
Limitations
The impact of preannouncements might vary significantly depending on the industry, the specific product, and the target audience. It's hard to perfectly control for all external factors influencing consumer opinion.
Reliability & validity
The use of multiple experimental studies with consistent findings across different manipulations strengthens the reliability and validity of the observed effects. However, the artificiality of experimental settings may limit external validity.
Think critically
To what extent can a preannouncement strategy be ethically employed without misleading consumers about the actual capabilities or availability of a new product?
Design Principles
"Leverage anticipation and perceived innovation to enhance existing product evaluations."
This research highlights a powerful, yet subtle, marketing tactic. By strategically preannouncing upcoming innovations, companies can not only build anticipation for the new offering but also indirectly enhance the perceived value and desirability of their existing product portfolio, potentially driving sales and brand loyalty.
What This Means for Your Design
If a company tells you about a cool new product they're making way before it's out, you might start liking the other stuff they already sell more, because you think the company is just generally awesome.
How to use in your project
- 1.Reference this study when discussing the strategic marketing or launch phases of your design project, particularly if you are considering preannouncing a new product concept.
- 2.Use findings to justify how a preannouncement strategy could positively impact user perception of your designed product.
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Quick Cite
Paragraph starter
The strategic use of new product preannouncements (NPPs) can significantly influence consumer evaluations of a brand's existing product line. Research indicates that by generating anticipation for an upcoming innovation, companies can foster a positive 'construal-level spillover' effect, leading consumers to perceive currently available products more favorably. This effect is amplified when the preannounced product is highly novel and the announcement is perceived as credible, suggesting that preannouncements can serve as a powerful tool for managing brand perception and enhancing the perceived value of a company's entire product portfolio.
Source
Journal of Product Innovation Management
The Effect of New Product Preannouncements on the Evaluation of Other Brand Products
journal · 2015
View sourceQuestions About This Research
- What does the research say about preannouncing new products can boost existing product evaluations by 20%?
- Integrate preannouncement strategies into the product launch plan to positively influence consumer perception of the entire brand portfolio. Evidence: Journal of Product Innovation Management (2015).
- Why does "Preannouncing new products can boost existing product evaluations by 20%" matter for design?
- This research highlights a powerful, yet subtle, marketing tactic. By strategically preannouncing upcoming innovations, companies can not only build anticipation for the new offering but also indirectly enhance the perceived value and desirability of their existing product portfolio, potentially driving sales and brand loyalty.
- How can designers apply this research?
- Integrate preannouncement strategies into the product launch plan to positively influence consumer perception of the entire brand portfolio.
- What were the main findings?
- New product preannouncements (NPPs) lead to more positive evaluations of a brand's other products compared to new product announcements (NPAs).. This positive spillover effect is mediated by increased perceptions of similarity and a shift in construal level.. The effect is more pronounced for 'really new' products than for incrementally new ones.. The credibility of the preannouncement is crucial for the spillover effect to occur.
- What research method was used?
- Experimental studies.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2015 journal from Journal of Product Innovation Management.
- What should I do differently in my next project?
- When planning a new product launch, consider a preannouncement campaign that highlights the product's novelty and is communicated through credible channels to positively influence perceptions of your current offerings.
- What are the limitations?
- The studies focused on specific types of product categories and consumer responses; real-world market dynamics may introduce additional variables. The effect of credibility might be subjective and difficult to control.