The glorious magic of Apple’s buzz machine

Assoc Prof Lee Yih Hwai, Head of the Dept of Marketing at NUS Business School shared findings of a study which he co-authored with colleagues at the Norwegian School of Economics and the Stockholm School of Economics. He highlighted that positive attitudes towards a hypothetical new, yet-to-be launched iPhone generated by an early announcement may strengthen our preference towards existing Apple products as consumers, because we are reminded of their similarities as components of a cool, desirable Apple ecosystem.

• Channel NewsAsia Online, 8 September 2018