How Experience Similarity Shapes Product Evaluation

Jordan Etkin, Duke University, USA
Aner Sela, University of Florida, USA
Consumers often have multiple experiences with the same product, yet little is known about how the similarity of experiences might impact product evaluation. Six studies demonstrate that recalling more similar product experiences makes consumers think they use the product more, and consequently evaluate it more positively.
[ to cite ]:
Jordan Etkin and Aner Sela (2014) ,"How Experience Similarity Shapes Product Evaluation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 463-464.