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

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