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

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.


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, Pages: .


Iñigo Gallo, IESE Business School, Spain
Sanjay Sood, University of California Los Angeles, USA
Kathryn Mercurio, University of Oregon, USA


NA - Advances in Consumer Research Volume 41 | 2013

Share Proceeding

Featured papers

See More


Liminality, Portals, and Narratives of Transformation

Laetitia Mimoun, HEC Paris, France
Fleura Bardhi, City University of London, UK

Read More


When Less is More - How Making Products More Personal Can Decrease Purchase Intention

Michael Schulz, University of Cologne

Read More


Product Transparency in Online Selling Mechanisms: Consumer Preference for Opaque Products

Lucas Stich, Ludwig-Maximilians-University Munich
Martin Spann, Ludwig-Maximilians-University Munich
Gerald Häubl, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.