Reducing the Spoiler Effect in Experiential Consumption

Alex S. L. Tsang, Dengfeng Yan

    Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

    Abstract

    It is commonly believed that a consumer’s interest in consuming a particular narrative (e.g., a movie) will be significantly reduced after exposure to a spoiler (e.g., the murderer’s identity in a detective movie). Our study applies affective forecasting and focusing illusion bias to explain the psychological process that underlies the spoiler effect. We argue that a spoiler produces unfavorable forecasted affects because focusing illusion narrows people’s attention to the plot. Based on this premise, we suggest a method by which marketers can reduce the negative impact of spoilers on consumers’ behavior intention. These objectives will be accomplished through two experiments.
    Original languageEnglish
    Title of host publication2008 Association for Consumer Research North American Conference Proceedings
    EditorsAnn L. McGill, Sharon Shavitt
    PublisherAssociation for Consumer Research
    Pages708-709
    Number of pages2
    Volume36
    ISBN (Print)0915552639
    Publication statusPublished - 2009
    Event2008 Association for Consumer Research North American Conference - San Francisco, United States
    Duration: 23 Oct 200826 Oct 2008

    Publication series

    NameAdvances in Consumer Research
    Volume36
    ISSN (Print)0098-9258

    Conference

    Conference2008 Association for Consumer Research North American Conference
    Country/TerritoryUnited States
    CitySan Francisco
    Period23/10/0826/10/08

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