The effect of positive anticipatory utility on product pre‑order evaluations and choices

Amaradri Mukherjee (), Ronn J. Smith () and Scot Burton ()
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Amaradri Mukherjee: The School of Business, Portland State University
Ronn J. Smith: University of Wyoming
Scot Burton: University of Arkansas

Journal of the Academy of Marketing Science, 2023, vol. 51, issue 3, No 3, 569 pages

Abstract: Abstract Given the increase in marketers’ use of pre-ordering strategies in which product sales precede the product’s delivery, this research presents a systematic set of four studies exploring how increasing positive anticipatory utility impacts consumers’ pre-order evaluations. The authors propose that compared to price discounts, non-monetary promotions that enhance positive anticipation will be more effective in reducing consumers’ negative responses to longer temporal delays for pre-orders. Findings show that affect-laden marketing tools (e.g., free products, products positioned as hedonically superior, creating anticipatory buzz) attenuate the negative effects due to pre-order temporal delays. Findings also indicate positive anticipatory utility is the underlying mechanism for the observed effects. The research provides guidance regarding the strategic presentation of pre-order promotions; when the time for product delivery is longer, marketers should use various tools that increase positive anticipation to reduce the negative effects of temporal delays.

Keywords: Product pre-ordering; Positive anticipatory utility; Sales promotion; Positive affect (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (1)

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DOI: 10.1007/s11747-021-00810-1

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