The Advertising of Experiences: Narrative Processing and the Importance of Consistency

Iñigo Gallo, IESE Business School, Spain
Sanjay Sood, University of California Los Angeles, USA
Kathryn Mercurio, University of Oregon, USA
Do consumers process experiential purchases differently from material purchases prior to consumption? We propose that experiences such as movies or restaurants are naturally processed in a narrative fashion, while products such as shoes or shampoo are not. Consequently, the advertising of experiences has to be narratively consistent to be persuasive.
[ to cite ]:
Iñigo Gallo, Sanjay Sood, and Kathryn Mercurio (2013) ,"The Advertising of Experiences: Narrative Processing and the Importance of Consistency", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.