Consumers encounter the option to view spoilers most often in movie reviews, and it is here that the researchers examined the effects. They defined “spoiler intensity” as the degree to which the information in the spoiler reduces uncertainty about a central theme in the experience of watching the movie. Then, using a sample of 993 movies, they statistically analyzed the relationship between spoiler intensity on IMDB—by far the most popular U.S. movie review site—and box office revenues for the first eight weeks of the movie’s release.
There was a clear positive relationship between spoiler intensity and box office revenue. The relationship was higher for movies in limited release, which supports the idea that the uncertainty reduction accounts for the value of spoilers. Spoilers increase the credibility of marketer claims and consumer reviews, so they’re of most use with relatively unknown items.
The researchers suggest that shoppers for an experience offering be given the option to view one or more spoilers, and that a spoiler not be revealed until the consumer assertively agrees to view it. This is consistent with findings from other research that the degree of desire to reduce uncertainty depends on a consumer’s personality, objectives, and circumstances.
As an example, although reading or hearing spoilers might reduce the ability to enjoy the surprises in the actual experience, compensations could include feeling special from knowing something others don’t. This, in turn, can lead to the consumer going out of their way to tease others with the information, building the status of the consumer while increasing word-of-mouth about the experiential item.
Still, maintaining mystery also builds sales. A WOM example comes from Washington University in St. Louis and Nazarbayev University in Kazakhstan. When a customer is given an unexpected bonus at the time of purchase, the surprise endows extra value. If the retailer advertises details of the bonus awards program rather than only broadly hinting about it, customers won’t experience the same joy as if they’d not expected the bonus when making their own purchases.
For experiences such as watching movies or receiving unanticipated bonuses, the marketer’s proper balance between reducing uncertainty and preserving mystery will leave consumers spoiling for participation.
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