To Be Continued…The Effects of Interrupted Preview Endings on Purchase Decisions in “Freemium” Business Models: An Abstract

Gerrit Paul Cziehso*, Tobias Schaefers

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstract in proceedingsResearchpeer-review


For a variety of product categories, such as online news, music downloads, or video games, consumers can use previews or trial versions to examine the offer before making a purchase decision. Previous research shows that the characteristics of a preview (e.g., usefulness or quantity of the provided content) have a strong impact on consumers’ buying decisions (e.g., Cheng and Tang 2010; Haruvy and Prasad 2001).
Original languageEnglish
Title of host publicationCreating Marketing Magic and Innovative Future Marketing Trends : Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference. Vol. 1
EditorsMaximilian Stieler
Number of pages2
Place of PublicationCham
Publication date2017
ISBN (Print)9783319455952
ISBN (Electronic)9783319455969
Publication statusPublished - 2017
Externally publishedYes
Event2016 AMS Conference - Walt Disney World Contemporary Resort Magic Kingdom, Lake Buena Vista, United States
Duration: 18 May 201621 May 2016
Conference number: 44


Conference2016 AMS Conference
LocationWalt Disney World Contemporary Resort Magic Kingdom
Country/TerritoryUnited States
CityLake Buena Vista
Internet address
SeriesDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science

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