The interactive effect of insight and cuteness in driving purchase likelihood: a lay belief of creativity

• Main Authors: Septianto, Felix, Rostiani, Rokhima, Paramita, Widya
• Format: Article PeerReviewed
• Language: English
• Published: Emerald Group Holdings Ltd. 2022
• Subjects: Design Practice and Management; Design Innovation; Innovation and Technology Management; Business and Management
• Online Access: https://repository.ugm.ac.id/282834/1/37%20Septianto%20F.%3B%20Rostiani%20R.%3B%20Paramita%20W..pdf; https://repository.ugm.ac.id/282834/; https://www.emerald.com/insight/content/doi/10.1108/APJML-04-2021-0274/full/html
• Institution: Universitas Gadjah Mada

Purpose: While new product introductions can potentially promote growth and benefit for brands, it remains unclear how marketers can develop effective communication strategies to increase the chance of success for new products. The present research investigates the role of cuteness in leveraging the...