Is There a Substitute for Direct Experience? Comparing Consumers' Preferences after Direct and Indirect Product Experiences
Rebecca W. Hamilton, Debora Viana Thompson
Journal of Consumer Research · 2007 · Volume 34 · Issue 4
Abstract
We show that direct product experiences (e.g., product trials) and indirect product experiences (e.g., reading a product description) result in different levels of mental construal and product preferences. Study 1 demonstrates that increasing experiential contact with a product triggers more concrete mental construal and increases preferences for products that are easy to use relative to those that are more desirable but difficult to use. Studies 2 and 3 show that the effect of product experience can be attenuated by encouraging consumers to think concretely prior to product exposure and by asking consumers to choose products for others instead of themselves.
Keywords
Cognitive Processes, Judgment and Decision Making, Preferences, Experimental Design and Analysis (ANOVA)
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