Journal title:
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Journal of Advertising Research
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Abstract:
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Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products. This was demonstrated in two studies: Study 1 reported a novel online field experiment on WOM behavior; Study 2 tested the proposed WOM effects in a more controlled laboratory setting on a representative sample. Results of the current research revealed that product pre-announcements significantly increased consumers' product interest and WOM behavior. And, more so than messaging about currently available products, pre-announcements increased the favorability and elaborateness of WOM.
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