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Consumers prefer a bit of mystery when it comes to product advertisements rather than ones focused on brand repetition, according to a University of Otago-led study.
The study, carried out in partnership with Australia's Ehrenberg-Bass Institute for Marketing, found that ads featuring brands were not as effective as those that generated mystery.
"We discovered marketers should consider showing the product first and revealing the brand later," Otago department of marketing senior lecturer John Williams said.
"If the brand is shown first, people either already buy it or buy some other brand that does the same job," he said.
"In each case, they are more likely to direct their attention elsewhere because they've already made up their mind - there is no unresolved mystery that is then resolved."
Williams said the study published in the International Journal of Market Research also highlighted the importance of using multiple methods to analyse data.
"All statistical methods of analysing data have strengths, weaknesses and caveats, and therefore if you only use one method, you can never be sure whether your results are due to patterns in the data, or some aspect of the method you applied."
He said the results had practical implications for brand marketers and people who work in brand agencies, given that consumers were not as concerned about brands as the industry might think.
"Most people want products and services that satisfy their wants and needs, rather than particular brands," he said, but added there were exceptions to the rule.