... that the combination of the nature of new product preference (positive vs negative) and the timing of new product awareness (early vs recent) influences entertainment product sales. Findings This paper shows that early awareness consumers are as important as late awareness consumers in determining new product...

... behaviour Entertainment Promotional methods Previous literature on WOM has focused on the mechanism of building trust between buyers and sellers and its effect on product sales in the online market (Chen et al., 2004 ; Chen and Xie, 2008 ; Dellarocas, 2003 ; Liu, 2006 ; Schubert...

... on casual advergames but search for more appropriate entertainment vehicles. Originality/value The theoretical framework relies on an unprecedented combination of classical conditioning and psychological reactance theories. The results are of interest for marketers trying to persuade adolescents as well...

... interpretation of consumer behaviour, entertainment and education. This paper is multidisciplinary in nature. An in‐depth analysis of the main object of the research and an original model of analysis of cultural experience are provided. Findings The use of new technologies that stimulate all the senses...