IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v51y2023i3d10.1007_s11747-021-00810-1.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-021-00810-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-021-00810-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. O'Donoghue, Ted & Rabin, Matthew, 1997. "Doing It Now or Later," Department of Economics, Working Paper Series qt7t44m5b0, Department of Economics, Institute for Business and Economic Research, UC Berkeley.
    2. Matthew Rabin & Ted O'Donoghue, 1999. "Doing It Now or Later," American Economic Review, American Economic Association, vol. 89(1), pages 103-124, March.
    3. John Hulland & Mark Houston, 2021. "The importance of behavioral outcomes," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 437-440, May.
    4. Christopher Berry & Scot Burton & Elizabeth Howlett, 2017. "It’s only natural: the mediating impact of consumers’ attribute inferences on the relationships between product claims, perceived product healthfulness, and purchase intentions," Journal of the Academy of Marketing Science, Springer, vol. 45(5), pages 698-719, September.
    5. Gilles Laurent & Pierre Chandon & Brian Wansink, 2000. "A Benefit Congruency Framework of Sales Promotion Effectiveness," Post-Print hal-00458440, HAL.
    6. Grewal, Dhruv & Marmorstein, Howard & Sharma, Arun, 1996. "Communicating Price Information through Semantic Cues: The Moderating Effects of Situation and Discount Size," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(2), pages 148-155, September.
    7. Leon Yang Chu & Hao Zhang, 2011. "Optimal Preorder Strategy with Endogenous Information Control," Management Science, INFORMS, vol. 57(6), pages 1055-1077, June.
    8. Kristina Shampanier & Nina Mazar & Dan Ariely, 2007. "Zero as a Special Price: The True Value of Free Products," Marketing Science, INFORMS, vol. 26(6), pages 742-757, 11-12.
    9. Gopalkrishnan R. Iyer & Markus Blut & Sarah Hong Xiao & Dhruv Grewal, 2020. "Impulse buying: a meta-analytic review," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 384-404, May.
    10. Berns, Gregory S. & Loewenstein, George & Laibson, David I., 2007. "Intertemporal Choice - Toward an Integrative Framework," Scholarly Articles 4554332, Harvard University Department of Economics.
    11. Christopher L. Newman & Scot Burton & J. Craig Andrews & Richard G. Netemeyer & Jeremy Kees, 2018. "Marketers’ use of alternative front-of-package nutrition symbols: An examination of effects on product evaluations," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 453-476, May.
    12. Mukherjee, Amaradri & Jha, Subhash & Smith, Ronn J., 2017. "Regular Price $299; Pre-order Price $199: Price Promotion for a Pre-ordered Product and the Moderating Role of Temporal Orientation," Journal of Retailing, Elsevier, vol. 93(2), pages 201-211.
    13. Chew, Soo Hong & Ho, Joanna L, 1994. "Hope: An Empirical Study of Attitude toward the Timing of Uncertainty Resolution," Journal of Risk and Uncertainty, Springer, vol. 8(3), pages 267-288, May.
    14. Mark B. Houston & Ann-Kristin Kupfer & Thorsten Hennig-Thurau & Martin Spann, 2018. "Pre-release consumer buzz," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 338-360, March.
    15. Wu, Meng & Teunter, Ruud H. & Zhu, Stuart X., 2019. "Online marketing: When to offer a refund for advanced sales," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 471-491.
    16. Loewenstein, George, 1987. "Anticipation and the Valuation of Delayed Consumption," Economic Journal, Royal Economic Society, vol. 97(387), pages 666-684, September.
    17. Shane Frederick & George Loewenstein & Ted O'Donoghue, 2002. "Time Discounting and Time Preference: A Critical Review," Journal of Economic Literature, American Economic Association, vol. 40(2), pages 351-401, June.
    18. Annika Wiecek & Daniel Wentzel & Aras Erkin, 2020. "Just print it! The effects of self-printing a product on consumers’ product evaluations and perceived ownership," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 795-811, July.
    19. Guiyang Xiong & Sundar Bharadwaj, 2014. "Prerelease Buzz Evolution Patterns and New Product Performance," Marketing Science, INFORMS, vol. 33(3), pages 401-421, May.
    20. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    21. Christina Kuehnl & Danijel Jozic & Christian Homburg, 2019. "Effective customer journey design: consumers’ conception, measurement, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 551-568, May.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Palenik Marcin, 2021. "The effect of uncertainty on negative discounting," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 57(4), pages 287-298, December.
    2. Emre Ozdenoren & Stephen W. Salant & Dan Silverman, 2012. "Willpower And The Optimal Control Of Visceral Urges," Journal of the European Economic Association, European Economic Association, vol. 10(2), pages 342-368, April.
    3. George Ainslie, 2012. "Pure hyperbolic discount curves predict “eyes open” self-control," Theory and Decision, Springer, vol. 73(1), pages 3-34, July.
    4. Marco Casari, 2009. "Pre-commitment and flexibility in a time decision experiment," Journal of Risk and Uncertainty, Springer, vol. 38(2), pages 117-141, April.
    5. Anett John (née Hofmann), 2014. "When Commitment Fails - Evidence from a Regular Saver Product in the Philippines," STICERD - Economic Organisation and Public Policy Discussion Papers Series 55, Suntory and Toyota International Centres for Economics and Related Disciplines, LSE.
    6. Teck H. Ho & Noah Lim & Colin Camerer, 2005. "Modeling the Psychology of Consumer and Firm Behavior with Behavioral Economics," Levine's Bibliography 784828000000000476, UCLA Department of Economics.
    7. Sebastian Schweighofer-Kodritsch, 2015. "Time Preferences and Bargaining," STICERD - Theoretical Economics Paper Series /2015/568, Suntory and Toyota International Centres for Economics and Related Disciplines, LSE.
    8. Minwook Kang, 2019. "Pareto-improving tax policies under hyperbolic discounting," International Tax and Public Finance, Springer;International Institute of Public Finance, vol. 26(3), pages 618-660, June.
    9. Noor, Jawwad, 2013. "Removed preferences," Journal of Economic Theory, Elsevier, vol. 148(4), pages 1463-1486.
    10. Obara, Ichiro & Park, Jaeok, 2017. "Repeated games with general discounting," Journal of Economic Theory, Elsevier, vol. 172(C), pages 348-375.
    11. Akin, Zafer & Yavas, Abdullah, 2023. "Elicited Time Preferences and Behavior in Long-Run Projects," MPRA Paper 117133, University Library of Munich, Germany.
    12. Ein-Gar, Danit & Goldenberg, Jacob & Sagiv, Lilach, 2012. "The role of consumer self-control in the consumption of virtue products," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 123-133.
    13. Klaus Mann & Michael Möcker & Joachim Grosser, 2019. "Adherence to long-term prophylactic treatment: microeconomic analysis of patients’ behavior and the impact of financial incentives," Health Economics Review, Springer, vol. 9(1), pages 1-10, December.
    14. Myong‐Il Kang & Shinsuke Ikeda, 2014. "Time Discounting And Smoking Behavior: Evidence From A Panel Survey," Health Economics, John Wiley & Sons, Ltd., vol. 23(12), pages 1443-1464, December.
    15. Andreas Oehler & Christina Werner, 2008. "Saving for Retirement—A Case for Financial Education in Germany and UK? An Economic Perspective," Journal of Consumer Policy, Springer, vol. 31(3), pages 253-283, September.
    16. Venkataraghavan Krishnaswamy & R. P. Sundarraj, 2019. "Impatience Characteristics in Cloud-Computing-Services Procurement: Effects of Delay Horizon and Situational Involvement," Group Decision and Negotiation, Springer, vol. 28(5), pages 961-990, October.
    17. Pradiptyo, Rimawan & Sahadewo, Gumilang Aryo, 2012. "On The Complexity of Eliminating Fuel Subsidy in Indonesia; A Behavioral Approach," MPRA Paper 40045, University Library of Munich, Germany.
    18. Leonhard K. Lades & Wilhelm Hofmann, 2019. "Temptation, self-control, and inter-temporal choice," Journal of Bioeconomics, Springer, vol. 21(1), pages 47-70, April.
    19. Lades, Leonhard K., 2012. "Towards an incentive salience model of intertemporal choice," Journal of Economic Psychology, Elsevier, vol. 33(4), pages 833-841.
    20. Mukherjee, Amaradri & Jha, Subhash & Smith, Ronn J., 2017. "Regular Price $299; Pre-order Price $199: Price Promotion for a Pre-ordered Product and the Moderating Role of Temporal Orientation," Journal of Retailing, Elsevier, vol. 93(2), pages 201-211.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:51:y:2023:i:3:d:10.1007_s11747-021-00810-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.