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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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