The Effects of Framing Products As Experiences on the Creation and Use of Consumer Reviews

Iñigo Gallo, IESE Business School, Spain
Claudia Townsend, University of Miami, USA
We examine the influence that framing products as experiences has on consumers’ use and creation of product information. Because consumers perceive experiences more personally than products, when a product is experientially framed, consumers rely more on information from close others and are more likely to review.
[ to cite ]:
Iñigo Gallo and Claudia Townsend (2013) ,"The Effects of Framing Products As Experiences on the Creation and Use of Consumer Reviews", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.