How Do Teaser Advertisements Boost Word of Mouth about New Products?
通过在线田野实验和实验室研究，发现产品预告广告比现有产品广告更能激发消费者的兴趣和口碑行为，且口碑更正面、更详尽。
<h3>ABSTRACT</h3> Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products. This was demonstrated in two studies: Study 1 reported a novel online field experiment on WOM behavior; Study 2 tested the proposed WOM effects in a more controlled laboratory setting on a representative sample. Results of the current research revealed that product pre-announcements significantly increased consumers9 product interest and WOM behavior. And, more so than messaging about currently available products, pre-announcements increased the favorability and elaborateness of WOM.