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
| Identifer | oai:union.ndltd.org:asu.edu/item:29724 |
| Date | January 2015 |
| Contributors | Miller, Chadwick (Author), Samper, Adriana (Advisor), Mandel, Naomi (Advisor), Sinha, Rajiv K (Committee member), Arizona State University (Publisher) |
| Source Sets | Arizona State University |
| Language | English |
| Detected Language | English |
| Type | Doctoral Dissertation |
| Format | 68 pages |
| Rights | http://rightsstatements.org/vocab/InC/1.0/, All Rights Reserved |
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