In deze paper werd nagegaan waarom consumenten enerzijds aangetrokken worden tot nieuwe zaken en ervaringen, maar anderzijds ook een zeker afkeer hebben van het nieuwe en toevlucht gaan zoeken in het familiaire. Met andere woorden waarom mensen enerzijds neofilisch, maar anderzijds ook neofobisch kunnen zijn. Om de ‘waarom’ vragen van dit alles te kunnen oplossen gingen werd te rade gegaan bij de evolutionaire psychologie.  Hieruit bleek dat neofilie en neofobie geëvolueerde psychologische mechanismen zijn die door natuurlijke selectie ontstaan zijn om adaptieve problemen van overleving en reproductie op te lossen. Verder wordt duidelijk dat neofilische en neofobische reclamecues kunnen functioneren als fitness cues. Dit impliceert dat mensen aangetrokken worden door deze cues aangezien ze onbewust evolutionair succes signaleren. Hierdoor worden ze bovendien als aangenaam ervaren en kunnen ze dus een positieve affectieve reactie en ad likeability opwekken. Om na te gaan of dit inderdaad zo is werd een onderzoek opgezet. In dit onderzoek werd ook nagegaan of leeftijd, persoonlijkheid of productcategorie eventueel een invloed kunnen hebben op de voorkeur voor reclame-uitingen met neofilische of neofobische cues. De resultaten van dit onderzoek wijzen erop dat zowel neofilische als neofobische cues een invloed hebben op de ad likeability van reclame-uitingen. Uit de resultaten kon echter niet geconcludeerd worden dat hoe (hoog/laag) iemand scoort op de onderzochte persoonlijkheidskenmerken of tot welke leeftijdsgroep men behoort een invloed heeft op de voorkeur voor reclame-uitingen met neofilische cues of neofobische cues. Het onderzoek wees daarnaast wel uit dat de productcategorie waarvoor reclame gemaakt wordt een invloed lijkt te hebben op de voorkeur voor de reclame-uiting met de neofilische cue of de reclame-uiting met de neofobische cue.













This paper examines the reasons why people are drawn to new things and experiences, but also have a certain aversion to these things, and therefore also drawn to familiar things and experiences. In other words why people are neophilic on the one hand, and neophobic on the other.  Evolutionary psychology is used as theoretical framework because it answers the question as to why these preferences for the new or the familiar exist. It revealed that neophilia and neophobia are evolved psychological mechanisms that arose through natural selection to resolve adaptive problems of survival and reproduction. It also became clear that neophilic and neophobic advertising cues function as fitness cues. This implies that people are attracted to these cues, because they unconsciously identify evolutionary success. Therefore these cues are perceived as pleasant and can thus evoke a positive affective reaction and ad likeability. 

To determine whether neophilic and neophobic advertising cues can in fact have an impact on ad likability, an experiment was conducted. This experiment also examined whether age, personality or product category could have an impact on the preference for advertisements with neophilic or neophobic cues. The results of this study indicated that both neophilic and neophobic cues have an impact on ad likeability. Remarkably, we couldn’t conclude that how people score on the personality traits that we studied, or what age group they belong to, has an influence the preference for advertisements with neophilic or neophobic cues. The study did, however point out that the product category that is being advertised has an influence on the preference for the advertisements with the neophilic or neophobic cues.


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•    Andere bronnen:
Nayena, A. & Blankston, A. (2008). Shyness, attachment security, and cognitive abilities: measurement and relationships. Niet-gepubliceerd proefschrift, California, Faculty of the Graduate School University of Southern California.
Vyncke, P. (2008). Cue management: using fitness cues to enhance advertising effectiveness. Niet-gepubliceerd manuscript, Gent, Vakgroep Communicatiewetenschappen.

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