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
System Justification and the Preference for Atavistic Products
Minju Han, Yale University, USA
George Newman, Yale University, USA
Featured
N14. The Bright Side of Sadness: How Mood Affects Goal Initiation
Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Featured
R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth
Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, USA