Ideas in Marketing: Finding the New and Polishing the Old, 2014
We explore how daily experiences, evoked by ordinary, everyday consumption activities, contribute... more We explore how daily experiences, evoked by ordinary, everyday consumption activities, contribute to happiness and quality of life. Based on works in philosophy (Dewey, 1922; 1925) and cognitive science (Pinker, 1997), Brakus, Schmitt, and Zarantonello (2009) identified four dimensions of experience: sensory, affective, intellectual, and behavioral. Sensory experience refers to the stimulation of the senses. Affective experience includes moods and emotions. Intellectual experience includes analytical as well as imaginative thinking. Finally, behavioral experience includes experiences resulting from an action-oriented interaction with the environment. All four types of experiences may be evoked during consumption activities that are part of our daily lives—for example when we eat, exercise, or consume entertainment.
This paper investigates the role of digital signage as experience provider in retail spaces. The ... more 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 affec...
PurposeThe purpose of this paper is to investigate the relationship between consumer-based brand ... more PurposeThe purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceived value and brand loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging).Design/methodology/approachThis paper combines consumer–survey-based data, experts' coding and retail panel data of fast-moving consumer goods (FMCG) brands in 29 countries.FindingsIn developed countries, the relationship between each CBBE component (except for brand associations) with market share is stronger for local than global brands. In emerging countries, the relationship between each CBBE component with market share is stronger for global than local brands.Research limitations/implicationsThis paper contributes to better understanding the relationships between CBBE and market share by showing how CBBE components relate ...
The need to determine the value of environmental entities has generated substantial research rega... more The need to determine the value of environmental entities has generated substantial research regarding optimal methods for obtaining valuations from survey respondents. The literature suggests the importance of providing clear, complete descriptions of the entity being valued prior to respondents indicating their valuations. The target entity's attributes are often presented in isolation or in greater detail compared with other entities. Two experiments were conducted to explore whether selective exposure to and assessment of an environmental entity can bias survey respondents' judgments. This article adds to the environmental valuation literature by demonstrating a new process that leads to value overestimates. Specifically, the article shows that (a) when an environmental entity is the focus of assessment in a survey, positively biased evaluations often result; (b) positivity bias in evaluation translates to real monetary allocation decisions; and (c) selective information processing contributes to these effects.
Ideas in Marketing: Finding the New and Polishing the Old, 2014
We explore how daily experiences, evoked by ordinary, everyday consumption activities, contribute... more We explore how daily experiences, evoked by ordinary, everyday consumption activities, contribute to happiness and quality of life. Based on works in philosophy (Dewey, 1922; 1925) and cognitive science (Pinker, 1997), Brakus, Schmitt, and Zarantonello (2009) identified four dimensions of experience: sensory, affective, intellectual, and behavioral. Sensory experience refers to the stimulation of the senses. Affective experience includes moods and emotions. Intellectual experience includes analytical as well as imaginative thinking. Finally, behavioral experience includes experiences resulting from an action-oriented interaction with the environment. All four types of experiences may be evoked during consumption activities that are part of our daily lives—for example when we eat, exercise, or consume entertainment.
This paper investigates the role of digital signage as experience provider in retail spaces. The ... more 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 affec...
PurposeThe purpose of this paper is to investigate the relationship between consumer-based brand ... more PurposeThe purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceived value and brand loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging).Design/methodology/approachThis paper combines consumer–survey-based data, experts' coding and retail panel data of fast-moving consumer goods (FMCG) brands in 29 countries.FindingsIn developed countries, the relationship between each CBBE component (except for brand associations) with market share is stronger for local than global brands. In emerging countries, the relationship between each CBBE component with market share is stronger for global than local brands.Research limitations/implicationsThis paper contributes to better understanding the relationships between CBBE and market share by showing how CBBE components relate ...
The need to determine the value of environmental entities has generated substantial research rega... more The need to determine the value of environmental entities has generated substantial research regarding optimal methods for obtaining valuations from survey respondents. The literature suggests the importance of providing clear, complete descriptions of the entity being valued prior to respondents indicating their valuations. The target entity's attributes are often presented in isolation or in greater detail compared with other entities. Two experiments were conducted to explore whether selective exposure to and assessment of an environmental entity can bias survey respondents' judgments. This article adds to the environmental valuation literature by demonstrating a new process that leads to value overestimates. Specifically, the article shows that (a) when an environmental entity is the focus of assessment in a survey, positively biased evaluations often result; (b) positivity bias in evaluation translates to real monetary allocation decisions; and (c) selective information processing contributes to these effects.
Uploads