Consumer's product comprehension: limitations of past work and recommendations for new directions

Advertising has to effectively explain new products to consumers. Product comprehension research provides the theoretical insights needed to do so. Yet, results from product comprehension research are limited because the stimuli used were not really new products and the validity of the comprehension measures used is questionable. We contribute by providing a brief literature review supporting the above claims and proposing two improvements for future work: the use of extensive pre-studies to identify stimuli of varying innovativeness levels and the inclusion of services new to consumers, not the market. Empirical illustrations of the value of both propositions are provided.