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

• Other Authors: Miller, Chadwick (Author)
• Format: Doctoral Thesis
• Language: English
• Published: 2015
• Subjects: Marketing; Psychology; experiences; feature-richness; features
• Online Access: http://hdl.handle.net/2286/R.I.29724

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