A Taste of “Nextopia”: Exploring Consumer Response to Advertising for Future Products Published in Journal of Advertising (2011), Vol. 40(4) Micael Dahlén* Center for Consumer Marketing Stockholm School of Economics P.O Box 6501, SE-113 83 Stockholm, Sweden phone: +46 8 736 9566, fax: +46 8 339489, e-mail: micael.dahlen@hhs.se Helge Thorbjørnsen Department of Strategy and Management Norwegian School of Economics and Business Administration Breiviksveien 40, N-5045 Bergen, Norway phone: +47 5595 9535, fax: +47 5595 9430, e-mail: helge.thorbjornsen@nhh.no Henrik Sjödin Center for Consumer Marketing Stockholm School of Economics P.O Box 6501, SE-113 83 Stockholm, Sweden phone: +46 8 736 9375, fax: +46 8 339489, e-mail: henrik.sjodin@hhs.se ______________________________ * Corresponding author