The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences
Six studies investigate how previews can have unintended downstream consequences for the enjoyment of extended multimedia experiences. Previews that reduce (improve) experiences’ perceived structural coherence subsequently reduce (improve) enjoyment. Thus, the common strategy of narrowly highlighting a focal component of the experience backfires, while broader previews avoid this pitfall.
Citation:
Jayson S. Jia and Baba Shiv (2018) ,"The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 614-615.
Authors
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
A1. Trusting and Acting on Chance Online
Shivaun Anderberg, University of Sydney, Australia
Ellen Garbarino, University of Sydney, Australia
Featured
O6. Be Aware of Your Suspicion: When “Being Suspicious” Ironically Leads to Suboptimal Judgment- and Decision-Making
Julie Verstraeten, Ghent University, Belgium
Tina Tessitore, INSEEC Business School, France
Maggie Geuens, Ghent University, Belgium
Featured
The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor
Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA