PT  - JOURNAL ARTICLE
AU  - Chris Archer-Brown
AU  - Julia Kampani
AU  - Ben Marder
AU  - Anjali S. Bal
AU  - Jan Kietzmann
TI  - Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth
AID  - 10.2501/JAR-2017-023
DP  - 2017 Jun 01
TA  - Journal of Advertising Research
PG  - 159--172
VI  - 57
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/57/2/159.short
4100  - http://www.journalofadvertisingresearch.com/content/57/2/159.full
SO  - J Advert Res2017 Jun 01; 57
AB  - Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres. When viewers perceive greater understanding of the movie from the trailer, the prospect of liking it is significantly increased. This leads to a substantial increase in viewers' intent to generate WOM and, ultimately, their willingness to pay to see the movie. These novel findings lead to practical implications for studios hoping to stimulate consumer interest, with wider contributions to advertising theory.