Reducing the Spoiler Effect in Experiential Consumption

Alex S. L. Tsang, Hong Kong Baptist University, China
Dengfeng Yan, Hong Kong University of Science & Technology, China
It is commonly believed that a consumer’s interest in consuming a particular narrative (e.g., a movie) will be significantly reduced after exposure to a spoiler (e.g., the murderer’s identity in a detective movie). Our study applies affective forecasting and focusing illusion bias to explain the psychological process that underlies the spoiler effect. We argue that a spoiler produces unfavorable forecasted affects because focusing illusion narrows people’s attention to the plot. Based on this premise, we suggest a method by which marketers can reduce the negative impact of spoilers on consumers’ behavior intention. These objectives will be accomplished through two experiments.
[ to cite ]:
Alex S. L. Tsang and Dengfeng Yan (2009) ,"Reducing the Spoiler Effect in Experiential Consumption", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 708-709.