Effects of Advertising for Future Products on the Consumer’s Attitude

This exploratory work focuses on the consumer’s responses to the effect of advertising for preannounced products and tries to extend the model of Dahlen et al., (2011) by analysing the possible effects for the brand, the consumer’s attitude towards the brand and the predetermined outcomes that this influence can have on the consumer’s buying intention. It is expected that advertising for future products will create more uncertainty than advertising for current products and that consumers will show anticipation, thus demonstrating a greater willingness to purchase the future product than the current one. Two experiments were conducted to measure different brand evaluations. One experiment was related to the advertising campaign implemented before a new car was launched on the market and the other was designed to detect the possible effect of product availability over the consumer’s anticipation and evaluation.