Journal article
Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth
Journal of retailing and consumer services, Vol.65, p.102847
03/2022
DOI: 10.1016/j.jretconser.2021.102847
Abstract
This paper aims to examine the interaction between firm's new product preannouncement (NPP) strategies and consumers' regulatory foci on their WOM intention and the underlying mechanisms. In three experiments, we find that (1) the promotion-focused (prevention-focused) consumers have higher WOM intentions for vague (specific) NPP; (2) curiosity (outcome expectancy) mediates the effects of the NPP strategies on WOM intention for promotion-focused (prevention-focused) consumers; and (3) brand familiarity plays a moderating role, such that the interaction effect between NPP strategy and regulatory focus on consumers' WOM intention holds for a low-familiarity brand only. Our research contributes to a better understanding of NPP strategies and provides actionable strategic support for firms to conduct NPP.
Details
- Title: Subtitle
- Keep it vague? New product preannouncement, regulatory focus, and word-of-mouth
- Creators
- Xingyuan Wang - Shandong Management UniversityYun Liu - Shandong Management UniversityShuyang Wang - Shandong Management UniversityHaipeng (Allan) Chen - University of Kentucky
- Resource Type
- Journal article
- Publication Details
- Journal of retailing and consumer services, Vol.65, p.102847
- Publisher
- Elsevier Ltd
- DOI
- 10.1016/j.jretconser.2021.102847
- ISSN
- 0969-6989
- eISSN
- 1873-1384
- Grant note
- NSFC 71272121 / National Natural Science Foundation of China (https://doi.org/10.13039/501100001809)
- Language
- English
- Date published
- 03/2022
- Academic Unit
- Marketing
- Record Identifier
- 9984618640702771
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