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1、JournalofBusinessResearch67(2014)2291–2298ContentslistsavailableatScienceDirectJournalofBusinessResearchExperientialproductattributesandpreferencesfornewproducts:Theroleofprocessingfluencya,⁎,BerndH.Schmittb,cdJ.JoškoBrakus,ShiZhangaUniversityofLeeds,BusinessSchool,UKbCol
2、umbiaUniversity,BusinessSchool,USAcACI,SingaporedUniversityofCaliforniaatLosAngeles,AndersonSchoolofManagementUSAarticleinfoabstractArticlehistory:Thisstudyshowshowexperientialproductattributesthatarepartofthedesignofnewproductscancreatecom-Received1January2014pellingcon
3、sumerexperiences.Followingprocessing-fluencytheory,whenconsumersattendtoexperientialat-Receivedinrevisedform1March2014tributes(sensoryoraffective),theyshouldprocessthemfluently(i.e.,spontaneouslyandwithlittleeffort);Accepted1May2014however,consumersshouldprocessfunctionala
4、ttributesalwaysdeliberately,irrespectiveofwhetherornotAvailableonline12July2014theyattendtothem.Anexperimenttestingthefluencyhypothesisconfirmsthattheprocessingofexperientialattributes,butnotfunctionalattributes,dependsonattentionfocus.WhenconsumersfocustheirattentiononKey
5、words:Consumerexperiencesspecificexperientialfeatures,productswithexperientialattributesareevaluatedmorepositively.Incontrast,Experientialmarketingtheprocessingoffunctionalattributesdoesnotdependonattentionfocus.Furtherconfirmingthefluencyhy-Newproductdesignpothesis,theexpe
6、rimentalsoshowsthatpresentationdurationdoesnotaffecttheprocessingofexperientialat-Experientialproductattributestributesbutdoesaffecttheprocessingoffunctionalattributes.TheauthorsdiscusshowmarketerscanuseProcessingfluencyexperientialproductdesigninmarketsegmentationandinno
7、vation.©2014ElsevierInc.Allrightsreserved.1.Introduction2.DesignandexperienceTraditionally,marketingresearchhasfocusedonfunctionalproductSomeofthemostintriguingandsuccessfulnewproductsandbrandsattributesthatengageconsumersinadeliberatereasoningprocess.ofthepastcoupleofde
8、cadeshavefocusedonprovidingcompellingConsumersusesuchfunctionalattributestojustifytheirproductjudg-expe
