RT Journal Article
SR Electronic
T1 How Do Teaser Advertisements Boost Word of Mouth about New Products?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 73
OP 80
DO 10.2501/JAR-55-1-073-080
VO 55
IS 1
A1 Helge Thorbjørnsen
A1 Paul Ketelaar
A1 Jonathan van 't Riet
A1 Micael Dahlén
YR 2015
UL http://www.journalofadvertisingresearch.com/content/55/1/73.abstract
AB 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.