The Science Behind the Hype: Buzz Does More Than Just Increasing Awareness
In today’s fast-paced markets with ever-shorter product lifecycles, the period before a new product launches has become increasingly critical for success. Have you ever found yourself eagerly awaiting a new movie, gadget, or game because everyone else seemed excited about it? That collective anticipation—known as pre-release consumer buzz (PRCB)—is not just a reflection of existing interest; it is a powerful force that can significantly influence purchasing decisions and drive substantial financial gains for companies.“Dude, it is a cultural moment, don’t you want to be a part of culture?” — A consumer quoted by Margot Robbie regarding the 2023 Barbie movieOur research, published in the Journal of Product Innovation Management, has uncovered that PRCB does much more than simply build awareness. When consumers observe others expressing anticipation for an upcoming product, it triggers specific psychological mechanisms that can increase their own likelihood of adoption.
What Makes Pre-Release Buzz Contagious?
Pre-release consumer buzz is fundamentally different from post-release word of mouth. While post-release conversations rely on actual experiences with a product, PRCB operates in a realm of anticipation where no one has yet experienced the product. This speculative nature creates unique dynamics. Drawing on herding theory, the research reveals three distinct psychological mechanisms through which exposure to PRCB influences observers’ adoption decisions: 1. Social Attraction: The Power of Belonging When consumers see others excited about an upcoming product, they may develop a desire to be part of that social movement. This “fear of missing out” on what could be a cultural moment drives them to join the group of enthusiastic early adopters. For example, the anticipation surrounding blockbuster movie releases often creates a sense that viewing the film on opening weekend is a social event that should not be missed. This effect is particularly strong among consumers who are highly susceptible to social influence. 2. Curiosity: The Information Gap PRCB creates what psychologists call an “information gap”—providing just enough information to pique interest without fully satisfying it. This gap generates curiosity, which can only be resolved by experiencing the product once it becomes available. The research shows this effect is especially powerful for niche products with low popular appeal. When an arthouse film generates unexpected buzz, it sparks more curiosity than when a typical blockbuster does the same, precisely because such buzz is less expected. 3. Quality Expectations: The Wisdom of Crowds Consumers often interpret high levels of PRCB as a signal of superior product quality. The assumption is that buzz-generating consumers might have superior information about the forthcoming product, even when that’s not necessarily true. Interestingly, this effect occurs regardless of other firm-generated quality signals. Even when a product lacks traditional quality indicators (like star actors or an award-winning director), PRCB can still significantly enhance observers’ quality expectations. The research indicates that consumers may even rely on PRCB as a credible social signal that might override other quality-related information before the product has launched. Beyond these psychological mechanisms, PRCB also has a significant awareness-enhancing effect, making potential consumers simply aware of the product’s existence.The Financial Impact: Numbers That Should Get Your Attention
The financial implications of these contagious effects are substantial. A “what-if” analysis conducted in the research estimated the revenue uplifts attributable to PRCB under different conditions, with results showing increases ranging from approximately 80% to more than 900%. The analysis revealed that while mainstream products can see significant absolute financial gains from PRCB (e.g., $4.5 million uplift from evaluation effects for “Good Blockbuster” films), niche products benefit the most in relative terms from pre-release buzz. Arthouse films, for instance, can see revenue increases up to 10 times greater than mainstream products through PRCB exposure. This disproportionate benefit occurs because niche products gain significantly from the awareness-enhancing properties of buzz, helping them break out of their limited audience and reach broader markets. Quality also plays a crucial role in determining PRCB’s financial impact. Products that consumers initially evaluate favorably experience much higher revenue uplifts from pre-release buzz compared to those with less appealing initial impressions. This relationship exists because even with increased awareness and positive buzz, consumers still need to perceive sufficient product value to convert their interest into actual purchases. Furthermore, the target audience significantly influences returns on PRCB investments. The financial impact can be 20-35% higher when marketing efforts focus on consumer segments highly susceptible to social influence. Younger consumers, for example, typically show greater susceptibility to social influences than older consumers. This finding highlights the importance of understanding audience characteristics when developing pre-release marketing strategies.Strategic Implications for Marketers
The substantial contagious influence and financial impact of PRCB offer actionable insights for managers: Shifting Budget Allocation The substantial financial impact of PRCB suggests companies should consider reallocating marketing budgets from post-release to pre-release activities. Leading innovators like Apple, Tesla, and Disney already implement this approach through product reveal shows, keynote events, and expositions that premiere product information months before release. These companies recognize that generating anticipation early in a product’s lifecycle can create momentum that carries through to launch and beyond, potentially reducing the need for extensive post-release marketing expenditures. Increasing PRCB Visibility For PRCB to have contagious effects, it must be easily observable by potential consumers. Companies can enhance this visibility through several approaches. Designing social media campaigns that encourage consumers to share their excitement publicly creates an organic spread of anticipation. Creating engaging hashtags fosters a feeling of collective action and makes the buzz movement easily trackable. Facilitating participatory activities, such as the AI-powered selfie generator for the Barbie movie that lets consumers create and share posters of themselves, transforms passive observers into active participants in the buzz generation process. Leveraging PRCB in Marketing Messages Companies can amplify existing PRCB through strategic messaging that taps into the psychological mechanisms identified in the research. Messages that emphasize social attraction might include phrases like “Be part of the cultural moment!” to highlight the community aspect of anticipation. To trigger curiosity, companies might use language such as “100,000 followers can’t wait – find out more!” And to enhance quality expectations, messaging along the lines of “100,000 followers can’t be wrong!” can leverage the wisdom-of-crowds effect. These approaches explicitly connect to the psychological mechanisms that drive PRCB’s contagious effects. Targeting Strategically Understanding which products and consumer segments benefit most from PRCB can help optimize marketing efforts and maximize returns. For niche products like arthouse films, focusing on making PRCB visible can expand awareness beyond the core audience and help the product break out of its limited market. Mainstream products with inherent popular appeal benefit more from emphasizing the social proof aspects of PRCB to convert awareness into actual purchases. Demographic targeting is also important, as younger consumers typically show greater susceptibility to social influences and may therefore be more responsive to buzz-generating activities. Companies can use these insights to tailor their pre-release strategies to their specific product type and target audience.The Barbie Phenomenon: PRCB in Action
The 2023 Barbie movie provides a masterclass in leveraging PRCB. Marketers created tools that allowed consumers to participate in the buzz, like an AI-powered selfie generator for creating shareable Barbie-style posters. Theaters even rewarded Barbie-inspired outfits with special treats, making the anticipation visible in the real world. This strategy paid off tremendously, with Barbie becoming a genuine cultural moment that drove record-breaking box office results. The film did not just attract viewers because of the product itself, but because of the collective excitement surrounding it.Conclusion: The Future of Pre-Release Marketing
As product lifecycles grow shorter across industries, the pre-release phase becomes increasingly critical for success. Understanding PRCB’s contagious nature and its underlying psychological mechanisms offers marketers powerful tools for launching new products effectively. By recognizing that PRCB is not merely a reflection of existing adoption intentions but a generator of additional purchases, companies can design more effective launch strategies that capitalize on social dynamics and human psychology. The buzz around a product before its release is not just noise—it is a valuable asset that, when properly leveraged, can significantly influence market success. Disclosure: This blog post was created with assistance from AI tools.Full reference: Mandler, Timo, Ann-Kristin Kupfer, Thorsten Hennig-Thurau, Ricarda Schauerte, and Gerrit P. Cziehso (2025), “The Contagious Nature of Pre-Release Consumer Buzz: How Observing Other Consumers’ Anticipation for a New Product Influences Adoption,” Journal of Product Innovation Management, forthcoming. https://dx.doi.org/10.1111/jpim.12785 Cite for: Pre-release consumer buzz, buzz contagion, pre-release marketing, new product adoption, herding behavior, social attraction, curiosity, quality expectations, susceptibility to social influence, motion pictures, what-if analysis
