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Abstract
1. Framing products as experiences
2. Experiential framing and closeness to the self
3. Perceived product closeness and review behavior
4. Overview of studies
5. Pilot study: preliminary analysis of review behavior on Amazon
6. Study 1: review behavior on Amazon
7. Study 2: examining framing and reviewing with real ads
8. Study 3: examining framing, reviewing, and perceived proximity in the lab
9. Conclusion and general discussion
Acknowledgments
Declaration of interest
Appendix A. Recent examples of experiential vs. product framing
Appendix B.
Appendix C. Coding instructions Study 1
Appendix D. Stimuli for Study 2
Appendix E. Stimuli for Study 3
References
Abstract
We examine how experiential framing, an increasingly popular marketing tactic, influences consumer review behavior. Experiential framing is a communication strategy whereby marketers describe a material product as if it is an experience, something that the consumer lives through, rather than focusing on the product’s functionalities and attributes. Based on prior work comparing the consumer relationship with products versus that with experiences as well as prior work on product review behavior and experiential marketing, we hypothesize that experiential framing increases consumers’ likelihood of reviewing a product. Indeed, an examination of real world data as well as two lab studies find that framing a product as an experience is associated with increased word of mouth. Our results also support our proposed process; when products are framed as experiences consumers perceive them as more personal and self-definitional; this then increases consumer likelihood of engaging in the self-demonstrating activity of product review.
Marketers are increasingly adopting a strategy whereby they frame material products as experiences (Brakus, Schmitt, & Zarantonello, 2009; Pine & Gilmore, 1999; Schmitt, 1999). An experience is an event or series of events that a consumer lives through, while a product is a tangible object kept in one’s possession (Van Boven & Gilovich, 2003). Experiential framing is thus when marketing communications emphasize the encounter with the product – how it feels physically and emotionally, placing less emphasis on the product itself – its specific functionalities and attributes (Elliot, 2013; LaSalle & Britton, 2003; Newman, 2012; Schmitt, 1999). See Appendix A for examples of ads using experiential framing versus more traditional material framing. Framing purchases as experiences is therefore a key element of an experiential marketing strategy (Schmitt, 2010). Marketers are, undoubtedly, using experiential framing in an effort to achieve brand differentiation, and ultimately drive consumer preference. Indeed, both academics and practitioners describe the numerous benefits of experiential positioning, including improved attitudes and evaluations, brand loyalty, and brand satisfaction (Brakus et al., 2009; LaSalle & Britton, 2003; Nysveen, Pedersen, & Skard, 2013; Pine & Gilmore, 1999; Schmitt, 1999; Zarantonello, Jedidi, & Schmitt, 2013).