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.
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.
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University
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Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA
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Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA