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Preannouncement specificity and timing : The dependence of information content on temporal distance in new product preannouncements
VerfasserJuen, Victoria
Begutachter / BegutachterinJuen, Victoria
GutachterSchroll, Roland
HochschulschriftInnsbruck, Univ., Masterarb., 2017
Arbeit an der Bibliothek noch nicht eingelangt - Daten nicht geprüft
Datum der AbgabeJuni 2017
Schlagwörter (DE)Voranküdigungen / Timing / Inhalt / Preannouncements / New Product Preannouncements / Construal Level Theory
Schlagwörter (EN)Preannouncements / New Product Preannouncements / Timing / Specificity / Construal Level Theory
URNurn:nbn:at:at-ubi:1-6749 Persistent Identifier (URN)
 Das Werk ist frei verfügbar
Preannouncement specificity and timing [1.97 mb]
Zusammenfassung (Englisch)

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 - the thesis applies a different perspective about the most appealing preannouncement strategy. By working with a company on its way to preannounce and introduce a new product on to the market, the dependency of a preannouncements content specificity on its timing was investigated. The conducted experiment points out the overall appeal of providing consumers with only a little information about the product in a preannouncement. The preannouncements published both a long time before and shortly before the introduction of the product demonstrated that consumers were, overall, more attracted when the product description in a preannouncement was vague. The findings contribute to existing research literature in the field of preannouncements and provide managers with essential insights about the implementation of an appealing preannouncement strategy.