Reducing the Spoiler Effect in Experiential Consumption

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.


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.


Alex S. L. Tsang, Hong Kong Baptist University, China
Dengfeng Yan, Hong Kong University of Science & Technology, China


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Product Search on Crowded Retail Shelves: Impact of Vertical Product Location on Search Performance

Ana Scekic, HEC Paris, France
Selin Atalay, Frankfurt School of Finance and Management, Germany
Cathy Liu Yang, HEC Paris, France
Peter Ebbes, HEC Paris, France

Read More


Robo-Advising: Algorithm Appreciation

Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA

Read More


Foods for Sharing: The Social Value of Handmade Foods

Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University

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.