Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.

We comment on Gilovich and colleagues' program of research on happiness resulting from experiential versus material purchases, and critique these authors' interpretation that people derive more happiness from experiences than from material possessions. Unlike goods, experiences cannot be purchased, and possessions versus experiences do not seem to form the endpoints of the same continuum. As an alternative, we present a consumer-experience model that views materialism and experientialism as two separate dimensions whose effects on consumer happiness, both in the form of pleasure and in the form of meaning, depend on the type of brand experiences evoked. Thus, a good life in a consumerist society means integrating material and experiential consumptions rather than shifting spending from material to experiential purchases.

This article explores how consumers' self regulation affects the likelihood of purchase of new and really new products. In a mall intercept field study we show that consumers with a chronic disposition to be promotion focused own more new high-technology goods, and newly launched repeat purchase items, compared with prevention focused consumers. There was no difference in ownership of products that have been available for many years. We further investigated these findings in two laboratory experiments. In study 2, we manipulated regulatory focus and found that when the risks associated with a really new product are not specified to consumers, promotion focused consumers state higher purchase intentions than those in prevention focus. However, when the judgmental context makes the risks salient, participants in prevention and promotion focus were equally unlikely to purchase the product. In the third study we find that consumers' self regulation is unrelated to purchase intentions for products that are not portrayed as new. Mediation analysis in both laboratory studies show that the effect of regulatory focus on purchase intentions for new products is due to the concerns with the performance of the new technology, which are experienced by prevention focused consumers. Finally, important managerial implications are discussed.

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This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers' experiential processing route. In contrast, digital signage messages high on "features and benefits" information evoke intellectual experience and strengthen customers' deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers' approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers' information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers.