The influence of experiential augmentation on product evaluation

Marielle Creusen, Gerda Gemser, Marina Candi

Research output: Contribution to journalArticleScientificpeer-review

6 Citations (Scopus)

Abstract

Purpose: The purpose of this paper is to examine the influence of experiential augmentation on product evaluation by consumers. An important distinction is made between product-related experiential augmentation and experiential augmentation of the environment. Furthermore, the research examines how brand familiarity moderates the effect of experiential augmentation. Design/methodology/approach: In two experiments (N = 210 and N = 70), both product-related and environmental experiential augmentation were varied. Participants tasted and evaluated a new coffee product from either a well-known or a fictitious brand. Findings: The findings of the first experiment indicate that product-related experiential augmentation contributes positively to product evaluation for both an unfamiliar and a familiar brand. Experiential augmentation of the environment influences product evaluation negatively, but only in the absence of product-related experiential augmentation. The second experiment tests some possible explanations for this negative effect and shows that it occurs only in the case of a familiar brand. Practical implications: The findings offer implications for marketing managers seeking to positively influence consumer product evaluations through experiential augmentation. First, marketing managers are advised to make a distinction between product-related experiential augmentation and experiential augmentation of the evaluation environment, and, second, they should take brand familiarity into account when employing experiential augmentation of the environment. Originality/value: This research contributes to the literature by showing that product-related experiential augmentation and experiential augmentation of the environment differ in the impact they have on product evaluation and providing insight into the relationship between brand familiarity and experiential augmentation.

Original languageEnglish
Pages (from-to)925-945
Number of pages21
JournalEuropean Journal of Marketing
Volume52
Issue number5/6
DOIs
Publication statusPublished - 2018

Keywords

  • Brand familiarity
  • Experiential augmentation
  • Product evaluation
  • Store atmospherics

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