Emotion and Adaptation

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.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID1960358_code1671431.pdf?abstractid=1960358&mirid=4

Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?

Understanding customer experience and the customer journey over time is critical for firms. Customers now interact with firms through myriad touch points in multiple channels and media, and customer experiences are more social in nature. These changes require firms to integrate multiple business functions, and even external partners, in creating and delivering positive customer experiences. In this article, the authors aim to develop a stronger understanding of customer experience and the customer journey in this era of increasingly complex customer behavior. To achieve this goal, they examine existing definitions and conceptualizations of customer experience as a construct and provide a historical perspective of the roots of customer experience within marketing. Next, they attempt to bring together what is currently known about customer experience, customer journeys, and customer experience management. Finally, they identify critical areas for future research on this important topic.

/pdf/understanding-customer-experience-throughout-the-customer-52i6qreyzk.pdf

Understanding Customer Experience Throughout the Customer Journey

In today’s highly dynamic and interactive business environment, the role of “customer engagement” (CE) in cocreating customer experience and value is receiving increasing attention from business practitioners and academics alike. Despite this interest, systematic scholarly inquiry into the concept and its conceptual distinctiveness from other, associated relational concepts has been limited to date. This article explores the theoretical foundations of CE by drawing on relationship marketing theory and the service-dominant (S-D) logic. The analysis also examines the use of the term “engagement” in the social science, management, and marketing academic literatures, as well as in specific business practice applications. Five fundamental propositions (FPs) derived from this analysis are used to develop a general definition of CE, and distinguish the concept from other relational concepts, including “participation” and “involvement.” The five propositions are used in the development of a framework for future r...

http://www.artexperience.it/uploads/9/2/9/2/9292963/brodie_et_alt__customer_engagement.pdf

Customer Engagement Conceptual Domain, Fundamental Propositions, and Implications for Research

This article develops and discusses the concept of customer engagement behaviors (CEB), which we define as the customers’ behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers. CEBs include a vast array of behaviors including word-of-mouth (WOM) activity, recommendations, helping other customers, blogging, writing reviews, and even engaging in legal action. The authors develop a conceptual model of the antecedents and consequences — customer, firm, and societal — of CEBs. The authors suggest that firms can manage CEBs by taking a more integrative and comprehensive approach that acknowledges their evolution and impact over time.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2340164_code1783641.pdf?abstractid=2340164&mirid=1&type=2

Customer Engagement Behavior: Theoretical Foundations and Research Directions

From experiential psychology to consumer experience

This article explores how consumers' self-regulation affects the likelihood of purchase of new and really new products. A mall-intercept field study shows that consumers with a chronic disposition to be promotion focused own more new high-technology goods and newly launched repeat-purchase items than prevention-focused consumers. There is no difference in ownership of products that have been available for many years. Two laboratory experiments further investigate these findings. In Study 2, the authors manipulate regulatory focus and find that when risks associated with a really new product are not specified to consumers, promotion-focused consumers state higher purchase intentions than prevention-focused consumers. However, when the judgmental context makes the risks salient, prevention- and promotion-focused participants are equally unlikely to purchase the product. Study 3 demonstrates that consumers' self-regulation is unrelated to purchase intentions for products that are not portrayed as ne...

Adoption of New and Really New Products: The Effects of Self-Regulation Systems and Risk Salience

The mediating effects of perception and emotion: Digital signage in mall atmospherics

Traditionally, marketers have focused on functional and meaningful product differentiation and have shown that such differentiation is important because consumers engage in a deliberate reasoning process (Chernev, 2001; Shafir et al., 1993; Simonson, 1989). However, nowadays products in many categories are functionally highly similar, and it is difficult for consumers to differentiate products based on functional attributes. An alternative way of differentiating is to emphasize non-functional product characteristics or certain aspects of the judgment context. For example, the VW New Beetle brand has used unique colors and shapes very prominently. Apple Computers has used a smiley face that appeared on the screen of computers when they were powered up as well as translucent colors to differentiate, for example, its iMac and iPod lines from competitive products. In addition, Apple Computers has integrated the colors and shapes of the product design with the design of its websites and the so-called AppleStores. Similar approaches focusing on colors, shapes or affective stimuli have been used for other global brands as well and for local brands in all sorts of product categories, including commodities like water and salt. Here we refer to such attributes, which have emerged in marketing as key differentiators, as ‘experiential attributes’ (Schmitt, 1999). Specifically, experiential attributes consist of non-verbal stimuli that include sensory cues such as colors (Bellizzi et al., 1983; Bellizzi and Hite, 1992; Degeratu et al., 2000; Gorn et al., 1997; Meyers-Levy and Peracchio, 1995) and shapes (Veryzer and Hutchinson, 1998) as well as affective cues such as mascots that may appear on products, packaging or contextually as part of ads (Holbrook and Hirschman, 1982; Keller, 1987). Experiential attributes are also used in logos (Henderson et al., 2003), and as part of the judgment context, for example, as backgrounds on websites (Mandel and Johnson, 2002) and in shopping environments (Spies et al., 1997). Unlike functional attributes, experiential attributes are not utilitarian (Zeithaml, 1988). Instead, experiential attributes may result in positive ‘feelings and experiences’ (Schwarz and Clore, 1996; Winkielman et al., 2003). Yet, how exactly do consumers process experiential attributes? How can consumers use them to reach a decision among alternatives? Moreover, are there different ways of processing experiential attributes? In this chapter, we examine how experiential attributes are processed and how they are of value in consumer decision-making. We distinguish two ways of processing experiential features: deliberate processing, which is similar to the way functional attributes are processed, and fluent processing, which occurs without much deliberation. We identify judgment contexts in which consumers process experiential

J. Joško Brakus

Papers

Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?

From experiential psychology to consumer experience

Adoption of New and Really New Products: The Effects of Self-Regulation Systems and Risk Salience

The mediating effects of perception and emotion: Digital signage in mall atmospherics

Experiential Attributes and Consumer Judgments