How do teaser advertisements boost word of mouth about new products? For consumers, the future is more exciting than the present

Journal article

Peer reviewed

Helge Thorbjørnsen, Paul E. Ketelaar, Jonathan Van’T Riet and Micael Dahlén

Journal of Advertising Research, Vol.55(1)

2015

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Title: How do teaser advertisements boost word of mouth about new products? For consumers, the future is more exciting than the present
Creators - without role: Helge Thorbjørnsen - Norwegian School of Economics
Paul E. Ketelaar - Radboud University (NL)
Jonathan Van’T Riet - Radboud University (NL)
Micael Dahlén - Stockholm School of Economics, Center for Consumer Marketing
Publication Details: Journal of Advertising Research, Vol.55(1)
Publisher: World Advertising Research Center
Identifiers: 991001480279406056
Academic Unit: Center for Consumer Marketing
Language: English
Resource Type: Journal article