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.
|Journal||Journal of Retailing and Consumer Services|
|State||Published - Mar 2022|
Bibliographical noteFunding Information:
This work was supported by the National Natural Science Foundation of China (Grant Number: NSFC 71272121 ).
© 2021 Elsevier Ltd
- New product preannouncement
- Outcome expectancy
- Regulatory focus
ASJC Scopus subject areas