Transforming Product Experience: the Impact of Pre-Trial Attribute Type Information and Claim Objectivity on Post-Trial Product Evaluations

Several ad-trial studies have shown that advertising can influence consumers’ subsequent trial experience, especially for low diagnostic products. In this study, the authors investigate the effect of attribute type (search versus experiential) and claim objectivity (objective versus subjective) on post-trial evaluations of a highly diagnostic product. The results indicate in general that search attribute claims result in more positive post-trial evaluations than experiential attribute claims or trial alone. Subjective search attribute claims followed by trial result in higher purchase intentions and greater product choice than trial alone.



Citation:

Camelia Micu and Robin Coulter (2007) ,"Transforming Product Experience: the Impact of Pre-Trial Attribute Type Information and Claim Objectivity on Post-Trial Product Evaluations", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 17-22.

Authors

Camelia Micu, Fairfield University, U.S.
Robin Coulter, University of Connecticut, U.S.



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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