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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.

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.

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.

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.

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.

Artificial intelligence (AI) is revolutionizing product recommendations, but little is known about consumer acceptance of AI recommendations. This study examines how to improve consumers' acceptance of AI recommendations from the perspective of product type (material vs experiential).

Four studies, including a field experiment and three online experiments, tested how consumers' preference for AI-based (vs human) recommendations differs between material and experiential product purchases.

Results show that people perceive AI recommendations as more competent than human recommendations for material products, whereas they believe human recommendations are more competent than AI recommendations for experiential products. Therefore, people are more (less) likely to choose AI recommendations when buying material (vs experiential) products. However, this effect is eliminated when is used as an assistant to rather than a replacement for a human recommendation.

This study is the first to focus on how products' material and experiential attributes influence people's attitudes toward AI recommendations. The authors also identify under what circumstances resistance to algorithmic advice is attenuated. These findings contribute to the research on the psychology of artificial intelligence and on human–technology interaction by investigating how experiential and material attributes influence preference for or resistance to AI recommenders.

The purpose of this research is to differentiate and examine how country image (cognitive and affective image) has different impacts on product judgment and purchase intention in rational versus experiential purchases.

A large-scale survey involving over 1,200 consumers was conducted in China. Structural equation modeling was used to analyze the data and test hypotheses.

Empirical results show that the impact of country image on consumer purchase intention is mediated by general and category product image. In particular, the impact of cognitive country image on category product image is fully mediated by general product image in both rational and experiential purchases, whereas the affective country image has a direct impact on category product image in experiential but not in rational purchases.

This research extends the extant country-of-origin literature and shows that the product image dimension of the country-of-origin construct mediates the effect of the country image dimension of the country-of-origin construct on consumer purchase intention, and demonstrates the different effect of affective country image on product image in rational versus experiential purchases.

The findings of this research can help multinational marketers, exporters and retailers to better decide when to benefit from their positive country image and avoid the potential pitfalls associated with negative country image.

This study differentiates between cognitive and affective country image and between general and category product image. Thus, it provides insight to further understand how country image can influence consumer product judgment and purchase intention differently in rational and experiential purchases.

This study examines consumers' channel attitudes and choices leading to webrooming and showrooming, and how product attributes (informational vs experiential and perceived risk) moderate the effects of channel attitudes.

A research framework is built upon the heterogeneity of channel attitudes, the lack of intrachannel lock-in and interchannel synergy. A questionnaire-based survey yields 868 multi-channel consumer responses in China. Simultaneous equation modeling and STATA 12.0 are used to test the hypotheses.

Consumers webroom when buying high-risk informational products (e.g. personal computers or mobile phones). They webroom as well as showroom for high-risk experiential products (e.g. clothing or cosmetics). Moreover, a single channel is preferred to webrooming or showrooming for purchasing low-risk informational (e.g. books or stationery) and low-risk experiential (e.g. snacks or toys) products. The results also show that webrooming is more frequently used than showrooming by consumers.

This study extends current understanding on multi-channel and omnichannel shopping behavior and highlights the role of product attributes in customer journey mapping.

This study offers retailers and other downstream firms a fresh perspective on multi-channel customer experience management and channel design.

This study offers a clear explanation on the commonalities and differences between webrooming and showrooming.

This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a virtual reality simulation show that package pictures increase shoppers’ attention to the brand. However this effect is contingent, occurring only for low familiarity brands (private‐label brands) within product categories that offer a relatively high level of experiential benefits. These results suggest that package pictures may be especially useful for private label brands and/or lesser tier national brands whose strategic objectives are to improve consumers’ perceptions of the brand and enter the consideration set.

Experiential marketing is a technique through which companies enhance their promotional marketing with extensive sensory and imagery appeal in order to intensify consumers' experience. The purpose of this current empirical study is to address this strategy and suggests a conceptual framework to explain consumer attitude and behavior toward the promoted brand and the retailer store. Consumers' psychographic characteristics were added to enhance the novelty of the study.

An experiential stimulating environment was created in a real retail store location. The study employs data collected during the experiential demonstration.

The path model suggests that the intensity of the experience evokes an affective response toward the promoted brand and an indirect response toward the hosting retailer. Psychographic characteristics, such as the tendency to socialize and extrinsic cues, were found to moderate the effect of experiential marketing.

Product manufacturers and suppliers can use experiential marketing techniques to improve affective and cognitive responses toward their products and brands. Experiential promotion should also be strategically encouraged by retailers because it creates a recreational shopping experience that enhances the retailer's image.

The study is among the few empirical works that examine real-life settings and the double impact of experiential marketing on brand image and the retailer's store image. The study contributes to the existing literature by suggesting a path analysis model toward brand and store images, which combines the effect of experiential marketing with psychographic characteristics.

The purpose of this paper is to investigate whether the influence of shopping experience on consumer satisfaction shown in non‐food retail sectors has a similar effect in food retailing, specifically with large‐scale grocery retailers. The paper also investigates differences in shopping experience and its effect across different retail settings.

An empirical study of a customer satisfaction database combining satisfaction with store attributes across several large‐scale grocery retailers in the specialty, traditional, and discount sectors. Hierarchal regression is used to meaure the effect of a composite shopping experience index on overall satisfaction, after controlling for basic economic factors of food shopping such as product quality, assortment, availability, and prices.

There was support for three hypotheses, suggesting that: food shopping experience effects overall consumer satisfaction for grocery retailers; shopping experience varies across different grocery retail settings; and the effect of food shopping experience on consumer satisfaction varies across grocery retail settings.

Data report a single point in time and aggregate measures. Guidance is provided for food retailers wanting to further develop shopping experience to impact consumer satisfaction.

The paper gives important empirical support for the influence of shopping experience on customer satisfaction for large‐scale grocery retailers and across various retail settings.

This paper aims to verify the hypothetical relationships between antecedent and consequence variables of consumer's shopping experiences based on an experiential typology advocated by Schmitt.

First, the study takes a holistic view of shopping experiences by adopting three experiential components (sensory, affective, and rational) with a view to uncovering the roles of antecedent (shopping motives) and consequence (impulse buying) of shopping experiences. Specifically, the study seeks to affirm the effects of shopping motives on shopping experiences for three types of retail store (department store, discount store, and internet store) and two product types (perfume and detergent). Second, the study confirms whether store type and product type influence the kind of experience preferred by shoppers and verifies whether types of product and store moderate the relationship between shopping motives and shopping experiences. Thirdly, the study investigates the effects of shopping experiences on impulse buying, with special attention given to the role of store atmospherics.

The study found that shopping motives had significant effects on shopping experiences. Product‐based shopping motive exerted greater significant influence on shopping experiences than experience‐based motive. The result showed that product type (detergent) was a significant moderator between experience‐based shopping motive and sensory experience. And, both department store and discount store were found to significantly moderate between experience‐based motive and affective experience. It also found that affective shopping experience boosted impulse buying and rational experience decreased it significantly at department store. However, no consistent pattern of influence was detected for the effects of atmospherics on impulse buying when examined by store type.

The study results will offer important retailing implications which accommodate customers' experiential needs that are not only consumer‐centric, but also context specific. The study reflects the growing recognition of the role of sensory stimuli, as they were found to influence advertisement and brand effectiveness. Also, antecedents of experiential shopping in relation to its impact on impulse buying have not been fully explored in the past.

The purpose of this paper is to explore the prevalence of benign and malicious envy on social media, and to examine the relationships between shared content (experiential vs material purchases), envy type (benign vs malicious), and purchase intention (toward the same vs a superior object).

Three studies (N=622) were conducted to ask participants to recall the last time they experienced envy due to browsing social media, report an envy-triggering post about either an experiential or a material purchase shared by others and read a post about a friend’s newly bought MacBook in either an experiential or a material phrasing. The degrees of benign and malicious envy were measured, as well as the future purchase intentions toward the same and a superior object.

The results showed that most of the envious emotions were actually benign envy. Although there was no main effect of purchase type on envy type, both experiential purchases and phrasings were less likely to be perceived as showing off, and therefore triggered less malicious envy. Furthermore, benign envy was positively associated with the purchase intention of the same envied purchase, and malicious envy was positively associated with the purchase intention of something even superior.

As browsing other’s social news sometimes evokes envy, people were concerned about the negative effects of envy on consumers. However, this paper addressed the positive effects of envy which comes along with a motivation of moving up. This positive motivation can also be utilized for social media advertising.