J. Joško Brakus

Experiential Attributes and Consumer Judgments

Traditionally, marketers have focused on functional and meaningful product differentiation and have shown that such differentiation is important because consumers engage in a deliberate reasoning process (Chernev, 2001; Shafir et al., 1993; Simonson, 1989). However, nowadays products in many categories are functionally highly similar, and it is difficult for consumers to differentiate products based on functional attributes. An alternative way of differentiating is to emphasize non-functional product characteristics or certain aspects of the judgment context. For example, the VW New Beetle brand has used unique colors and shapes very prominently. Apple Computers has used a smiley face that appeared on the screen of computers when they were powered up as well as translucent colors to differentiate, for example, its iMac and iPod lines from competitive products. In addition, Apple Computers has integrated the colors and shapes of the product design with the design of its websites and the so-called AppleStores. Similar approaches focusing on colors, shapes or affective stimuli have been used for other global brands as well and for local brands in all sorts of product categories, including commodities like water and salt. Here we refer to such attributes, which have emerged in marketing as key differentiators, as ‘experiential attributes’ (Schmitt, 1999). Specifically, experiential attributes consist of non-verbal stimuli that include sensory cues such as colors (Bellizzi et al., 1983; Bellizzi and Hite, 1992; Degeratu et al., 2000; Gorn et al., 1997; Meyers-Levy and Peracchio, 1995) and shapes (Veryzer and Hutchinson, 1998) as well as affective cues such as mascots that may appear on products, packaging or contextually as part of ads (Holbrook and Hirschman, 1982; Keller, 1987). Experiential attributes are also used in logos (Henderson et al., 2003), and as part of the judgment context, for example, as backgrounds on websites (Mandel and Johnson, 2002) and in shopping environments (Spies et al., 1997). Unlike functional attributes, experiential attributes are not utilitarian (Zeithaml, 1988). Instead, experiential attributes may result in positive ‘feelings and experiences’ (Schwarz and Clore, 1996; Winkielman et al., 2003). Yet, how exactly do consumers process experiential attributes? How can consumers use them to reach a decision among alternatives? Moreover, are there different ways of processing experiential attributes? In this chapter, we examine how experiential attributes are processed and how they are of value in consumer decision-making. We distinguish two ways of processing experiential features: deliberate processing, which is similar to the way functional attributes are processed, and fluent processing, which occurs without much deliberation. We identify judgment contexts in which consumers process experiential

The wallpaper matters: Digital signage as customer-experience provider at the Harrods (London, UK) department store

Abstract This paper draws on the construct of brand experience to investigate the previously little-researched role of digital signage (DS) in retail atmospherics. Face-to-face between-subjects survey experiments were carried out at permanent DS installations in the UK: a pretest in a university (n = 103), and a field trial at the Harrods department store, London (n = 437). Findings demonstrate the effectiveness of DS sensory-affective advertisments (little functional information), whereas previous studies concern mainly cognitive content. DS content high on sensory cues evokes affective experience. DS ads that are high in factual information evoke intellectual experience. Evoked affective experience is more associated with attitude towards the ad and approach towards the advertiser than is evoked intellectual experience. Summary statement of contribution: The findings indicate that incidental brand-related stimuli on DS can lead to evaluative judgments such as attitudes. Such stimuli can also work by evoking sensory and affective experiences and eliciting approach behaviour towards an advertiser. Practical implications arise as ‘affective’ DS ads can increase shoppers’ approach towards an advertiser and the store that carries the ads, especially in generating loyalty from first time shoppers.

Value co-creation through multiple shopping channels: the interconnections with social exclusion and wellbeing

ABSTRACT This study examines consumers’ value co-creation via several shopping channels including a traditional out-of-home shopping channel and “smart” channels where consumers use a computer, a mobile phone, or social media. It focuses on the effect that value co-creation has on consumers’ shopping behavior as well as on the perceived contribution of a shopping channel to their well-being, with a focus on individuals who perceive themselves as being socially excluded, particularly by mobility disability. The project was carried out in the United States using an online survey (n = 1,220). Social exclusion has a positive statistically significant effect on respondents’ self-connection with all channels; for many socially excluded respondents the shopping channel has an important role in their lives. Self-connection with the channel has a positive effect on value co-creation and there is a positive relationship between value co-creation and the perceived contribution of the channel on well-being. When consumers help other individuals in their decision making they not only create value for the retailer and for other customers but also contribute positively to their own well-being. Importantly, for smart shopping channels where consumers use a computer or a mobile phone, the effects of value co-creation on the perceived contribution of these channels to consumer well-being are stronger for shoppers with a mobility disability than for those without such a disability.

Evolutionary Origins of Female and Male Shopping Styles

How stable are shopping styles of women and men across cultures? To find out, the authors develop a new scale that reliably measures differences between male and female shopping styles and is stable across cultures. They develop a conceptual model and hypotheses to test whether observed differences in gender shopping styles are likely to be innate or arise from socialization. Through a survey of consumers in seven countries, they show that males and females are evolutionarily predisposed to have different shopping styles. Counter to social structural theory, the observed differences in shopping style between females and males are greater in low-context cultures (higher gender equality countries) than in high-context cultures (lower gender equality countries). Empathizing—the ability to tune into another person’s thoughts and feelings—mediates shopping style more for female shoppers; systemizing—the degree to which an individual possesses spatial skills—mediates shopping style more for male shoppers. Therefore, retail segmentation between females and males appears to be of more managerial relevance than segmentation between cultures. Other managerial implications are also discussed.

Mind, Heart, and Body: Everyday Consumption Experiences and Consumer Happiness

We explore how daily experiences, evoked by ordinary, everyday consumption activities, contribute to happiness and quality of life. Based on works in philosophy (Dewey, 1922; 1925) and cognitive science (Pinker, 1997), Brakus, Schmitt, and Zarantonello (2009) identified four dimensions of experience: sensory, affective, intellectual, and behavioral. Sensory experience refers to the stimulation of the senses. Affective experience includes moods and emotions. Intellectual experience includes analytical as well as imaginative thinking. Finally, behavioral experience includes experiences resulting from an action-oriented interaction with the environment. All four types of experiences may be evoked during consumption activities that are part of our daily lives—for example when we eat, exercise, or consume entertainment.

How Digital Signage Affects Shoppers’ In-Store Behavior: The Role of the Evoked Experience

Since shopping is not just about obtaining tangible products but also enjoyment and pleasure (Martineau 1958), a practical and theoretical concern is then to examine how specific design features of retail outlets stimulate consumers’ enjoyment and pleasure. According to Schmitt (1999), retail environments can provide consumers with compelling experiences, which can positively affect consumer shopping behavior, reflected by the time and money spent in the store. To enrich the understanding of the processes that mediate the relationship between shoppers’ experiences evoked by specific atmospheric design cues, and their in-store behavior, this study proposes an in-store response model which uses the construct of brand experience (Brakus, Schmitt and Zarantonello 2009). In particular, this paper investigates how in-store screen network—also known as Digital Signage (DS)—can be used as a provider of compelling experiences for shoppers which affect subsequent consumer behavior. DS content may include advertisements, community information, entertainment and news. This study focuses on the DS messages that are designed to provide shoppers with either sensory-affective or intellectual experiences (Brakus et al. 2009) and examines DS as an effective, marketer-manipulable retail atmospheric stimulus.