The Impact of Preannouncements and Rumors on Consumer Evaluations

Jun Wang, Delft University of Technology, The Netherlands
Maria Sääksjärvi, Delft University of Technology, The Netherlands
Erik-Jan Hultink, Delft University of Technology, The Netherlands
Tripat Gill, University of Ontario Institute of Technology, Canada
We conducted two studies investigating preannouncements and rumors of new high-tech innovations. We found consumers’ first impressions of new products were formed by rumors rather than by preannouncements. We also found an interaction between rumor ambiguity and product innovativeness leading to a positive effect on consumer curiosity towards high-tech innovations.
[ to cite ]:
Jun Wang, Maria Sääksjärvi, Erik-Jan Hultink, and Tripat Gill (2011) ,"The Impact of Preannouncements and Rumors on Consumer Evaluations", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.