The Future Is Fleeting: How Ephemeral Brand Messages Impact Viewing Behavior

Ephemeral messages, such as those on Snapchat, introduce a new form of time limit—they disappear within a specified time after being opened. We show that ephemerality drives consumers to open these messages earlier, even though there is no limit on “opening time”, but only on “seeing time”.


Aradhna Krishna, Ryan Elder, and Yeonjin Sung (2020) ,"The Future Is Fleeting: How Ephemeral Brand Messages Impact Viewing Behavior", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 470-473.


Aradhna Krishna, University of Michigan, USA
Ryan Elder, Brigham Young University, USA
Yeonjin Sung, University of Michigan, USA


NA - Advances in Consumer Research Volume 48 | 2020

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