Don't Believe the Hype

Hype surrounding marquee entertainment events can be unavoidable and cause people to watch and do things they otherwise would not. Using nearly 8,000 survey responses, we examine costs and benefits of participating in hyped events. We find people are better off avoiding hyped experiences, though hype can benefit social well-being.


Erin Percival Carter, Lawrence Williams, and A. Peter McGraw (2016) ,"Don't Believe the Hype", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 586-587.


Erin Percival Carter, University of Colorado, USA
Lawrence Williams, University of Colorado, USA
A. Peter McGraw, University of Colorado, USA


NA - Advances in Consumer Research Volume 44 | 2016

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