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 More

Featured

Deprivation of Control and the Phonetic Appeal of Brand Names

Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management

Read More

Featured

I4. Pink Tax: Are Some Marketing Practices Discriminatory?

Andrea Rochelle Bennett, University of North Texas
Audhesh Paswan, University of North Texas
Kate Goins, University of North Texas

Read More

Featured

Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change

Juliana Schroeder, University of California Berkeley, USA

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.