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

Author

Listed:
  • Amaradri Mukherjee

    (The School of Business, Portland State University)

  • Ronn J. Smith

    (University of Wyoming)

  • Scot Burton

    (University of Arkansas)

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.

Suggested Citation

  • Amaradri Mukherjee & Ronn J. Smith & Scot Burton, 2023. "The effect of positive anticipatory utility on product pre‑order evaluations and choices," Journal of the Academy of Marketing Science, Springer, vol. 51(3), pages 551-569, May.
    • Handle: RePEc:spr:joamsc:v:51:y:2023:i:3:d:10.1007_s11747-021-00810-1
    DOI: 10.1007/s11747-021-00810-1
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    References listed on IDEAS

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