Interaction effects of media and message on perceived complexity, risk and trust of innovative products

► Little is known about the interaction between media and message for new products. ► Findings demonstrate that using quality claims is advisable only in the e-context. ► ICT products are perceived less complex when quality claims are advertised online. ► ICT products are perceived more trustworthy when quality claims are used online. ► Complexity and risk are higher offline than online when advertising quality. Firms frequently make quality claims when launching new products in the market. However, little is known about the interaction effects that occur between the media (online/offline channels of distribution) and the message (making/not making quality claims) when new products are launched. By sampling 568 online and offline customers of ICT products, we demonstrate that using quality claims is advisable only in the online context. Specifically, ICT products are perceived less complex and more trustworthy when quality claims are advertised online. In addition, perceived complexity and perceived risk are higher in the offline context than in the online context when product quality claims are used. Therefore, firms should be aware of which quality claims they introduce on their websites so as not to interfere with the product launch. This study adds to the body of research on Internet advertising and innovative products. This study is also useful for marketers who wish to improve the advertising efficiency (in terms of content and media) of innovative and complex products to consumers.