How Do Teaser Advertisements Boost Word of Mouth about New Products? For Consumers, the Future Is More Exciting than the Present

Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products.

How Do Teaser Advertisements Boost Word of Mouth about New Products? For Consumers, the Future Is More Exciting Than the Present

Helge Thorbjørnsen

Norwegian School of Economics

Paul Ketelaar and Jonathan van ’t Riet

Radboud University Nijmegen, Netherlands

Micael Dahlén

Stockholm School of Economics

Management slant

  • Forthcoming products generate more word-of-mouth (WOM) than do currently available products.
  • WOM about forthcoming products also is more favorable and elaborate when compared to WOM about (identical) current products.
  • Pre-announcing new products, therefore, is more effective in generating product interest and positive WOM than merely advertising new products at...

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