RT Journal Article
SR Electronic
T1 Conditions in Prerelease Movie Trailers For Stimulating Positive Word of Mouth
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 159
OP 172
DO 10.2501/JAR-2017-023
VO 57
IS 2
A1 Archer-Brown, Chris
A1 Kampani, Julia
A1 Marder, Ben
A1 Bal, Anjali S.
A1 Kietzmann, Jan
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/2/159.abstract
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.