Elaboration on experience: Effects on attribute importance

Huffman, Cynthia

doi:10.1002/(sici)1520-6793(199708)14:5<451::aid-mar2>3.0.co;2-7

Cited by 6 publications

(2 citation statements)

References 20 publications

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“…and "What would it feel like listening to music on your new iPod?"). Importantly, the experiential condition induces a focus on usage experience, shown to enhance the importance of attributes related to the experience of consuming a product (Huffman, 1997).…”

Section: Methodsmentioning

confidence: 99%

“…Mediating effect of focus, Study 2 5 | STUDY 3: THE MATERIAL VERSUS EXPERIENTIAL iPods Studies 1 and 2 provide initial evidence for decreased risk aversion in experiential choices. Study 3 has two objectives: (a) to examine how personal connection to an offering can influence risky decision making and (b) to demonstrate that framing the same offering as experiential versus material (by emphasizing usage experience vs. purchase experience;Carter & Gilovich, 2012;Huffman, 1997) can shift participants to be more risk seeking. Specifically, Study 3 demonstrates that personal connection to the product class increases when purchases are construed in experiential terms rather than material terms and that these enhanced feelings of personal connection mediate the relation between product type (experiential vs. material) and risk-seeking choice (H3).Further, although expected values were objectively equal and subjective attractiveness of the options was pretested in Study 1, variations in the nature of the specific choice options might limit the generalizability of the findings.…”

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confidence: 99%

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Go big or go home: Risk seeking for experiential choices

Mittal

Kapitan

Silvera

2019

J of Consumer Behaviour

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In decision making under risk, do consumers evaluate intangible, experiential options in a choice set in the same way they evaluate tangible, material options? Prior research on prospect theory, typically using either monetary or material objects as choice options, demonstrates that consumers are risk averse for choices involving gains, with a fairly robust tendency to favor a more certain outcome even when that outcome is less desirable. The present research focuses on decision making under risk for experiential options (from movies to concert tickets to hotel stays)—identifying choices between experiential options as a realm in which prospect theory's pattern of risk aversion is weakened and sometimes reversed. Across six studies, this research demonstrates that consumers are more risk seeking for experiential choices and thus more likely to prefer more desirable options, even options that are less certain. Further, the stronger personal connection fostered by experiential (vs. material) choice options mediates risk‐seeking preferences. This work demonstrates a moderator for prospect theory and investigates the tendency toward increased risk seeking among experiential options, in this paper termed a “go big or go home” strategy. Conversely, consistent risk aversion is evidenced for choices involving material options (from clothing to accessories and furniture).

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Section: Methodsmentioning

confidence: 99%

mentioning

confidence: 99%

Go big or go home: Risk seeking for experiential choices

Mittal

Kapitan

Silvera

2019

J of Consumer Behaviour

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Consumers' product evaluation: a study of the primary evaluative criteria in the precious jewellery market in the UK

Jamal

Goode

2001

J of Consumer Behaviour

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is a lecturer in quantitative methods and marketing at the Cardiff Business School. His research interests include the modelling of consumer satisfaction with the use of techniques such as LISREL, NN and ordered probit models. He has published a number of articles on consumer satisfaction in the Abstract It is normally argued that consumers make their purchase decisions on the basis of their evaluation of, and knowledge about, the product attributes. This paper reports ®ndings from a research study, which was conducted to determine the nature and type of evaluative criteria used by an individual while purchasing a piece of precious jewellery. In doing so, the study looked into the signi®cance of product category knowledge, brand familiarity and brand consciousness in product evaluation. A questionnaire was sent to 500 consumers of precious jewellery in ®ve major cities of the UK. Results indicate that, in general, subjective attributes are more important for people buying precious jewellery than the objective attributes. The signi®cance of speci®c attributes during product evaluation could vary according to one's level of product category knowledge, brand familiarity and brand consciousness. The paper discusses implications for the marketers.

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The quality of consumers' decision-making in the environment of e-commerce

Wu¹,

Lin²

2006

Psychol. Mark.

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It is very important that e-commerce practitioners leverage the technological power (e.g., information control) of the Internet in order to provide consumers with the information they need to make purchasing decisions. In this study, it is hypothesized that, to improve decision-making quality, the degree of information control should be matched to the degree of expertise of consumers. The experiment method was used to test the hypothesis, and 120 student subjects voluntarily participated in the experiment. The empirical results of the study show that experts perform better at decision making in highinformation conditions, whereas novices perform better in low-control conditions. The results of this research strongly support the match hypothesis of information control. © 2006 Wiley Periodicals, Inc.Since commercialization of the Internet in the mid-1990s, business activities on this medium have flourished, and it has become an essential information tool for people. However, the Internet has a unique way of presenting information. How people use this tool to search and process information, and then make purchasing decisions, has therefore become

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Elaboration on experience: Effects on attribute importance

Cited by 6 publications

References 20 publications

Go big or go home: Risk seeking for experiential choices

Go big or go home: Risk seeking for experiential choices

Consumers' product evaluation: a study of the primary evaluative criteria in the precious jewellery market in the UK

The quality of consumers' decision-making in the environment of e-commerce

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