The Asymmetric Effects of Communicating Experiential Brand Benefits

Alexander J. Kull, University of South Florida, USA
Marisabel Romero, University of South Florida, USA
Three studies show that experiential claims, compared to functional claims, for utilitarian (hedonic) products favorably influence consumer perceptions of (feelings of connection to) the brand. Preliminary process evidence suggests that these effects are driven by experiential claims for utilitarian (hedonic) products eliciting primarily object-centered (self-centered) consumer engagement with the brand.
[ to cite ]:
Alexander J. Kull and Marisabel Romero (2014) ,"The Asymmetric Effects of Communicating Experiential Brand Benefits", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 793-793.