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Title: How do teaser advertisements boost word of mouth about new products? For consumers, the future is more exciting than the present
Author(s): Thorbjornsen, H.; Ketelaar, P.E. ; Riet, J.P. van 't ; Dahlén, M.
Publication year: 2015
Source: Journal of Advertising Research, vol. 55, iss. 1, (2015), pp. 73-80
Number of Pages: 8 p.
ISSN: 0021-8499
DOI: https://doi.org/10.2501/JAR-55-1-051-061
Publication type: Article / Letter to editor

Please use this identifier to cite or link to this item : http://hdl.handle.net/2066/140256   http://hdl.handle.net/2066/140256

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Subject: Communication and Media
Organization: SW OZ BSI CW
Journal title:
Journal of Advertising Research
Volume: vol. 55
Issue: iss. 1
Page start: p. 73
Page end: p. 80
Abstract:
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.
Languages used: English (eng)

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