Framework For the Evaluation of Experiences Before Consumption: Self, Vividness, and Narrative

Iñigo Gallo, IESE Business School, Spain
Sanjay Sood, University of California Los Angeles, USA
We present a framework that explains how consumers evaluate experiences before consumption, and how this evaluation differs from that of products. We suggest that experiences are evaluated closer to the self, more vividly, and more in the form of narratives, compared to products. Three studies provide support for each proposition.
[ to cite ]:
Iñigo Gallo and Sanjay Sood (2013) ,"Framework For the Evaluation of Experiences Before Consumption: Self, Vividness, and Narrative", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.