publication . Master thesis . 2017

Preannouncement specificity and timing : the dependence of information content on temporal distance in new product preannouncements

Juen, Victoria;
Open Access English
  • Published: 01 Jan 2017
  • Country: Austria
Abstract
This master thesis explores consumers responses towards preannouncements of a companys new product. The use of preannouncements is a communication strategy which signals the future introduction of a new product on to the market. This strategy is widely used by companies in order to reduce the time the product needs to gain market acceptance. Nonetheless, little research has yet focused on the consumer perspective on preannouncements. The consumer response towards the content provided in a preannouncement in relation to its timing is the topic which particularly needs further exploration. Drawing from the Construal Level Theory - a theory from social psychology -...
Subjects
free text keywords: Neues Produkt, Vorankündigung, Information, Distanz, Sozialpsychologie, Preannouncements, New Product Preannouncements, Timing, Specificity, Construal Level Theory
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