TITLE

The Effect of Experiential Analogies on Consumer Perceptions and Attitudes

AUTHOR(S)
Goode, Miranda R; Dahl, Darren W; Moreau, C. Page
PUB. DATE
April 2010
SOURCE
Journal of Marketing Research (JMR);Apr2010, Vol. 47 Issue 2, p274
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Consumers desire products that provide meaningful experiences. Therefore, a marketer's success often depends on familiarizing consumers with the unique experience a product offers. Marketers recognize the value in communicating about a product experience through analogy, but little research has investigated if and why these analogies are persuasive. By comparing a product to a familiar but disparate experience, an analogy has the power to focus consumers on the evaluative, emotional, and multisensory information associated with the product experience. This focus on subjective product experience enables the identification of base preference (i.e., a consumer's liking for the comparison experience) as an important moderator of analogical persuasiveness. In addition, the emotional knowledge transfer perspective applied in this research contributes to a better understanding of the role of emotional knowledge and experienced emotion in analogical thinking.
ACCESSION #
48445035

 

Related Articles

  • A New Set of Rules.  // MMR;1/12/2015, Vol. 32 Issue 1, p48 

    The article discusses the transformation of beauty and personal care industry from a transactional to an experiential basis by which consumers gather information on products before purchasing them.

  • Emotions, attitudes and memorability associated with TV commercials. Mai, Li-Wei; Schoeller, Georgia // Journal of Targeting, Measurement & Analysis for Marketing;Mar2009, Vol. 17 Issue 1, p55 

    This paper aims to identify the effect of selected advertising on consumers by assessing their emotions, attitudes, understanding and memory. An online survey combined with experimentation design was conducted among people aged 20 or over. Four selected TV commercials were used in the...

  • OPTIMISING THE PRODUCT ACCEPTANCE PROCESS AT PHARMACY. Logunova, L. N.; Ustinova, L. V.; Syisoikin, V. N. // Pacific Medical Journal / Tihookeanskij Medicinskij Zurnal;2013, Vol. 51 Issue 2, p83 

    The authors have elaborated the methods of optimising the process of product acceptance and distribution at pharmacies based upon cost-effectiveness analysis methodology, and constructed a function-based model and elaborated recommendations on how to optimise the product acceptance and...

  • Service Value Chains to Support Knowledge-Based Personalized Recommendations. Wendel, Sonja; Ronteltap, Amber; Dellaert, Benedict G. C.; van Trijp, Hans C. M. // Advances in Consumer Research;2009, Vol. 36, p855 

    The article focuses on a study regarding the implication of service value chains to support knowledge-based personalized recommendations of consumer products in the U.S. It further questions the way consumers examine such service value chains designed to create and deliver knowledge-based...

  • A COMPARATIVE STUDY OF CONSUMER ATTITUDES TOWARD PRODUCTS, PRICING, AND MARKETING COMMUNICATION STRATEGIES. Hyokjin Kwak; Zinkhan, George M.; Forman, Howard // AMA Winter Educators' Conference Proceedings;2003, Vol. 14, p311 

    Increased global competition and the explosion of technological advances in transportation and communications continue to exert pressure on businesses to seek a more global clientele. To be successful in meeting these challenges, understanding cross-cultural differences/similarities in attitudes...

  • The Touch Factor.  // New York Times Upfront;11/3/2006, Vol. 139 Issue 5, p5 

    The article offers information on a study in Edmonton, Alberta which concluded that people do not like buying things that other people have touched. The study involved 261 students to try on a particular university- logo T-shirt and rate its quality. In some cases the shirt was on the return...

  • Indian consumers are status conscious.  // Market: Asia Pacific;Aug2007, Vol. 16 Issue 8, p3 

    The article reports that Indian consumers are status conscious and are quite demanding, according to a story published in the journal "Christian Science Monitor." The story also indicated that status is determined by consumption. A forecast cited in the story showed that spending of Indian...

  • Market Share Bottom Line on Appliance Sound Quality. Bowen, David // Appliance Design;Aug2011, Vol. 59 Issue 8, p26 

    The article discusses the importance of ensuring appliance sound quality to increase market share, as well as for achieving overall product acceptability, function and perceived workmanship. Sound is affected by basic appliance features and functionality. Conducting a jury test with actual...

  • Product Assortment and Variety-Seeking in Consumer Choice. Chemev, Alexander; McAllister, Leigh // Advances in Consumer Research;2005, Vol. 32 Issue 1, p119 

    No abstract available.

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics