A Taste of What’s to Come: The Appetitive Value of Sequential Product Launches

This article introduces the concept of appetitive strategies to describe the introduction of an ancillary product that allows arts patrons to consume part of the cultural experience in advance, such as by releasing a cast album prior to the opening of a musical theatre production. The authors argue that the appetitive value of such promotions lies in the enjoyment of consuming the product item per se (e.g., listening to a cast album) as well as the heightened anticipation of consuming the central product (e.g., attending the theatre performance).