Don’T Kill the Suspense: the Duality of Suspense in Entertainment Consumption

In this paper, we propose a duality of suspense and show that the relationship between these two forms of suspense varies by context, in turn, affecting the nature of suspense and viewing decisions. Our findings contribute to an increased understanding of the drivers of suspense.



Citation:

Mujde Yuksel, Elizabeth Miller, and Easwar Iyer (2017) ,"Don’T Kill the Suspense: the Duality of Suspense in Entertainment Consumption", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 989-989.

Authors

Mujde Yuksel, Suffolk University, USA
Elizabeth Miller, University of Massachusetts, USA
Easwar Iyer, University of Massachusetts, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

B3. The Effect of Temporal Distance on Online Reviews’ Recommendation Power: The Role of Spontaneous Retrieval and Perceived Trust

Kyu Ree Kim, Seoul National University
Wujin Chu, Seoul National University

Read More

Featured

The Trusted Influencer: How They Do It and How Brands Can Benefit

Gillian Brooks, Oxford University, UK
Mikolaj Piskorski, IMD

Read More

Featured

Tuition Myopia: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education

Haewon Yoon, Indiana University, USA
Yang Yang, University of Florida, USA
Carey K. Morewedge, Boston University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.