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...