Experiential product attributes and preferences for new products: The role of processing fluency

J. Joško Brakus, Bernd H. Schmitt and Shi Zhang

Journal of Business Research, 2014, vol. 67, issue 11, 2291-2298

Abstract: This study shows how experiential product attributes that are part of the design of new products can create compelling consumer experiences. Following processing-fluency theory, when consumers attend to experiential attributes (sensory or affective), they should process them fluently (i.e., spontaneously and with little effort); however, consumers should process functional attributes always deliberately, irrespective of whether or not they attend to them. An experiment testing the fluency hypothesis confirms that the processing of experiential attributes, but not functional attributes, depends on attention focus. When consumers focus their attention on specific experiential features, products with experiential attributes are evaluated more positively. In contrast, the processing of functional attributes does not depend on attention focus. Further confirming the fluency hypothesis, the experiment also shows that presentation duration does not affect the processing of experiential attributes but does affect the processing of functional attributes. The authors discuss how marketers can use experiential product design in market segmentation and innovation.

Keywords: Consumer experiences; Experiential marketing; New product design; Experiential product attributes; Processing fluency (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296314002148
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:11:p:2291-2298

DOI: 10.1016/j.jbusres.2014.06.017

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().