What Does 'New' Mean?
Investigating the Appeal/Unappeal of 'New' in Car Purchasing
Richard BrookesThe University of Auckland, New Zealand
Jacqueline SmartFCB, New Zealand
Girish PunjUniversity of Connecticut, United States
INTRODUCTION
A critical marketing function is to create a “psychological relationship” between consumers and products or services. As Walker and Olsen (1991) argued more than a decade ago: “Marketing must persuade the consumer to associate the product or service with satisfying some benefit, goal, or value that is important to the consumer”.1)
By the end of 2001 several key members of the official automobile industry body (Motor...