(Poor) seeing is believing: When direct experience impairs product promotion

Ert, Eyal; Raz, Ornit; Heiman, Amir

doi:10.1016/j.ijresmar.2016.04.003

Cited by 9 publications

(4 citation statements)

References 48 publications

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“…In a recent study, Ert et al (2016) found that when the distribution of benefits is heavy tailed, consumers who decide after a short and insufficient prepurchase experience have lower benefit than do consumers whose choices were based on product description. For example, most software packages offer a 30-day free trial.…”

Section: Discussionmentioning

confidence: 99%

“…Testing complex software, which requires learning and investment of time and effort at the beginning, offers high-quality, nonstandard statistical capacity that may cause consumers to give up and decline purchasing the software as they accrue learning cost, while the benefits revealed during the demonstration are limited in their value. This type of product category was classified by Ert et al (2016) as positively skewed; i.e., the typical benefit during a short trial is lower than the expected value. The marketer would improve the likelihood of selling the complex software if it were to offer it for an unlimited time but in a restricted format; e.g., each command can be tried X times, or the size of the data is limited.…”

Section: Discussionmentioning

confidence: 99%

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Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management

Heiman

Hildebrandt

2018

Annu. Rev. Resour. Econ.

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Marketing tools, in addition to their role in persuasion and serving as a bridge between production and consumers, reduce prepurchase risks. This role has received less attention in the literature. This review highlights marketing's role in reducing consumers’ purchasing risk. We present our approach, backed up with extensive literature review, beginning with a description of advertising, branding, and pricing that may serve as a signal of a product's quality. We then describe and analyze the role of product demonstrations, free product samples, and money-back guarantees (MBGs), which enable consumers to acquire direct experience before a final decision is made, in reducing risks. We briefly discuss product warranties and their relationship to MBGs. We demonstrate how marketing tools can help reduce the risk associated with the consumption of food products that contain genetically modified organisms, as well as help in marketing of agricultural products that vary in their levels of risk to buyers.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management

Heiman

Hildebrandt

2018

Annu. Rev. Resour. Econ.

Self Cite

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“…Some past researchers have viewed experiences as behaviors that mainly project either pre-purchase trials or searches (Yoon and Lee, 2017), product use or purchases (Marutschke et al , 2019), and searches on brand information (Lee et al , 2018). Direct experiences are found to be more effective for searching for practical product qualities than advertising (Ert et al , 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

Customer experience management in capsule hotels: a content analysis of guest online review

Olorunsola

Saydam²,

Lasisi³

et al. 2023

JHTI

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PurposeCapsule hotels are a revolutionary Japanese concept of lodging that dates back over four decades. On the other hand, capsule hotels are a relatively new concept for most travelers outside of Japan. Organizations within this target segment are starting to recognize the critical role that an excellent customer experience management (CEM) strategy offers in improving competitiveness and organizational success. Thus, this research provides scholastic insight into the framework of CEM by evaluating the user-generated content at capsule hotels.Design/methodology/approachThis study inspected 1,304 online user-generated content from the top 10 capsule hotels from Booking.com. Leximancer 4.5 was deployed to analyze the data.FindingsThe analyses revealed nine key themes to CEM of capsule hotels which are “staff,” “hotel,” “area,” “location,” “bed,” “capsule,” “check-in,” “noisy” and “luggage”.Practical implicationsThis research encourages hospitality and tourism executives to develop specific strategies for capsule hotels.Originality/valueThis research differs from previous writings in that it attempts to fill a gap in the research by offering insight into the issue in the low-budget hotel industry and by identifying key indicators that influence customer experience.

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“…The researchers recruited participants from different countries to study the effect of touching on product attitudes. These countries include, but are not limited to, China (e.g., Liu et al, 2018), Italy (e.g., Streicher & Estes, 2016), France (e.g., Racat et al, 2021), Canada (e.g., Grohmann et al, 2007), Brazil (e.g., Vieira, 2013), the United States (e.g., Peck & Wiggins, 2006), Israel (e.g., Ert et al, 2016), the UK (e.g., Marlow & Jansson‐Boyd, 2011), India (e.g., Jha et al, 2019), Austria (e.g., Hazeé et al, 2019), Australia (e.g., Heller et al, 2019) and New Zealand (e.g., Fenko et al, 2016). According to Hofstede (1993), people living in these countries differ from each other in one important cultural dimension: uncertainty avoidance.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

Does product touch affect consumer attitude toward a product? Meta‐analysis of effect sizes, moderators, and mediators

Liu

Awan

2022

Psychology and Marketing

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Consumers rely on physical touch in offline shopping and vicarious touch (i.e., imagining touch) in online shopping to develop their attitudes toward a product. The subject of how touching (versus not touching) affects consumer attitudes toward a product merits studying. However, past research has drawn controversial conclusions regarding the effect of product touch on consumer attitudes. This study conducted a meta‐analysis to resolve this inconsistency and explore the reasons for this inconsistency. It quantitatively analyzed 185 effect sizes in 42 empirical studies conducted between 2003 and 2022. In general, relative to not touching, touching had a positive effect on consumers' attitudes toward a product (ρ $\rho $ = 0.242, p < 0.001), and the effect size was moderate. Furthermore, the positive touch effect was mediated by consumers' cognitive experiences relating to the product and their affective experiences relating to the product. The cognitive path (total indirect effect = 0.068, p < 0.001) being stronger than the affective path (total indirect effect = 0.067, p < 0.001). Importantly, it showed that past inconsistency regarding the touch effect could be explained by moderators including product type (utilitarian versus hedonic), participants' uncertainty avoidance, and type of touch (physical touch versus vicarious touch). This study provides new insights into the product touch literature and offers valuable implications for online and offline retailing and consumer well‐being.

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(Poor) seeing is believing: When direct experience impairs product promotion

Cited by 9 publications

References 48 publications

Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management

Marketing as a Risk Management Mechanism with Applications in Agriculture, Resources, and Food Management

Customer experience management in capsule hotels: a content analysis of guest online review

Does product touch affect consumer attitude toward a product? Meta‐analysis of effect sizes, moderators, and mediators

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