AMA: JM Webinar for Marketing Professionals

“Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time”

Presenters: Gabriela Tonietto (Rutgers University) and Alixandra Barasch (New York University)

There’s a common notion that in order to truly enjoy a live event, an eventgoer should put their phone away and live in the moment. But is this actually true? Join the webinar to hear how the authors of a new Journal of Marketing study have evidence that eventgoers who spend time on their phone generating content about their experience end up enjoying themselves more and feeling more immersed in their experience. These findings illustrate how leveraging consumer content creation can mutually benefit both marketers and consumers.

“Do Spoilers Really Spoil? Measuring the Effect of Spoiler Reviews on Box Office Revenue”

Presenters: Jun Hyun (Joseph) Ryoo (Western University) and Shane Wang (Western University)

The film industry tends to discourage spoilers in movie reviews, believing that when moviegoers read reviews that ruin surprises or reveal important plot elements, they’ll be less likely to see the movie. Spoiler alert: this isn’t always the case. A new Journal of Marketing study finds that spoiler reviews actually have a positive effect on box office revenue by reducing moviegoer uncertainty. Join the webinar to hear the authors discuss how spoiler reviewers can benefit movie studios and theaters.

Other authors: Shijie Lu (University of Houston)