The influence of experiential augmentation on product evaluation

Creusen, M, Gemser, G and Candi, M 2018, 'The influence of experiential augmentation on product evaluation', European Journal of Marketing, vol. 52, no. 5/6, pp. 925-945.


Document type: Journal Article
Collection: Journal Articles

Title The influence of experiential augmentation on product evaluation
Author(s) Creusen, M
Gemser, G
Candi, M
Year 2018
Journal name European Journal of Marketing
Volume number 52
Issue number 5/6
Start page 925
End page 945
Total pages 21
Publisher Emerald Publishing Limited
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.
Subject Marketing Management (incl. Strategy and Customer Relations)
Keyword(s) Brand familiarity
Experiential augmentation
Product evaluation
Store atmospherics
DOI - identifier 10.1108/EJM-04-2016-0220
Copyright notice © Emerald Publishing Limited
ISSN 0309-0566
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