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
Deprivation of Control and the Phonetic Appeal of Brand Names
Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management
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
Expressing Dissent: How Communication Medium Shapes Dehumanization and Attitude Change
Juliana Schroeder, University of California Berkeley, USA