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Less is More, Until it Isn't: Feature-Richness in Experiential Purchases

abstract: When consumers make experiential purchases, they often have to decide between experiences that contain many or few features. Contrary to prior research demonstrating that consumers prefer feature-rich products before consumption but feature-poor products after consumption, the author reveals a reversal of this effect for experiences. Specifically, the author hypothesizes and finds that consumers prefer feature-poor experiences before consumption (a phenomenon denoted as `feature apprehension') but prefer feature-rich experiences after consumption. This feature apprehension occurs before consumption because consumers are concerned with the uncertainty associated with attaining a satisfying outcome from the experience. Manipulating the temporal distance with which consumers view the experience can attenuate this effect. Additionally, locus of control and social signaling moderate consumers' post-consumption preference for feature-rich experiences. The author proposes several recommendations for consumers and providers of experiences. / Dissertation/Thesis / Doctoral Dissertation Business Administration 2015

Identiferoai:union.ndltd.org:asu.edu/item:29724
Date January 2015
ContributorsMiller, Chadwick (Author), Samper, Adriana (Advisor), Mandel, Naomi (Advisor), Sinha, Rajiv K (Committee member), Arizona State University (Publisher)
Source SetsArizona State University
LanguageEnglish
Detected LanguageEnglish
TypeDoctoral Dissertation
Format68 pages
Rightshttp://rightsstatements.org/vocab/InC/1.0/, All Rights Reserved

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