Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.

We comment on Gilovich and colleagues' program of research on happiness resulting from experiential versus material purchases, and critique these authors' interpretation that people derive more happiness from experiences than from material possessions. Unlike goods, experiences cannot be purchased, and possessions versus experiences do not seem to form the endpoints of the same continuum. As an alternative, we present a consumer-experience model that views materialism and experientialism as two separate dimensions whose effects on consumer happiness, both in the form of pleasure and in the form of meaning, depend on the type of brand experiences evoked. Thus, a good life in a consumerist society means integrating material and experiential consumptions rather than shifting spending from material to experiential purchases.

This article explores how consumers' self regulation affects the likelihood of purchase of new and really new products. In a mall intercept field study we show that consumers with a chronic disposition to be promotion focused own more new high-technology goods, and newly launched repeat purchase items, compared with prevention focused consumers. There was no difference in ownership of products that have been available for many years. We further investigated these findings in two laboratory experiments. In study 2, we manipulated regulatory focus and found that when the risks associated with a really new product are not specified to consumers, promotion focused consumers state higher purchase intentions than those in prevention focus. However, when the judgmental context makes the risks salient, participants in prevention and promotion focus were equally unlikely to purchase the product. In the third study we find that consumers' self regulation is unrelated to purchase intentions for products that are not portrayed as new. Mediation analysis in both laboratory studies show that the effect of regulatory focus on purchase intentions for new products is due to the concerns with the performance of the new technology, which are experienced by prevention focused consumers. Finally, important managerial implications are discussed.

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This paper investigates the role of digital signage as experience provider in retail spaces. The findings of a survey-based field experiment demonstrate that digital signage content high on sensory cues evokes affective experience and strengthens customers' experiential processing route. In contrast, digital signage messages high on "features and benefits" information evoke intellectual experience and strengthen customers' deliberative processing route. The affective experience is more strongly associated with the attitude towards the ad and the approach behavior towards the advertiser than the intellectual experience. The effect of an ad high on sensory cues on shoppers' approach to the advertiser is stronger for first-time shoppers, and therefore important in generating loyalty. The findings indicate that the design of brand-related informational cues broadcast over digital in-store monitors affects shoppers' information processing. The cues evoke sensory and affective experiences and trigger deliberative processes that lead to attitude construction and finally elicit approach behavior towards the advertisers.

The authors discuss the current state and future scenarios of brand experience -a new concept that they contributed to the brand management literature. Specifically, they present three research and practical trends, and marketing challenges: (i) the proliferation of settings and media that evoke brand experiences; (ii) the role of brands in consumption experiences; and (iii) the need of brand experiences to reach positive psychological outcomes.

This paper investigates the previously little-researched role of digital signage (DS) in retail atmospherics, using an environmental psychology framework, drawing support from the Limited Capacity Model of Mediated Message Processing (LCM). DS consists of screen displays in public spaces showing video. The method consisted of a structured questionnaires quasi-experiment (n=357), comparing before and after DS installation against an unchanged control mall. Results demonstrate the effectiveness of DS, which has a positive effect on shoppers’ approach behaviours such as spending, mediated by perceptions of the retail environment and positive affect.\ud Results are limited as the DS screens content was information-based, whereas according to LCM, people pay more attention to emotion-eliciting communications. The results have practical implications as digital signage appeals to employed shoppers. This study contributes to theory by providing a rare longitudinal environmental psychology study of the effects of an atmospheric stimulus on real shoppers in a real retail context

Traditionally, marketers have focused on functional and meaningful product differentiation and have shown that such differentiation is important because consumers engage in a deliberate reasoning process (Chernev, 2001; Shafir et al., 1993; Simonson, 1989). However, nowadays products in many categories are functionally highly similar, and it is difficult for consumers to differentiate products based on functional attributes. An alternative way of differentiating is to emphasize non-functional product characteristics or certain aspects of the judgment context. For example, the VW New Beetle brand has used unique colors and shapes very prominently. Apple Computers has used a smiley face that appeared on the screen of computers when they were powered up as well as translucent colors to differentiate, for example, its iMac and iPod lines from competitive products. In addition, Apple Computers has integrated the colors and shapes of the product design with the design of its websites and the so-called AppleStores. Similar approaches focusing on colors, shapes or affective stimuli have been used for other global brands as well and for local brands in all sorts of product categories, including commodities like water and salt. Here we refer to such attributes, which have emerged in marketing as key differentiators, as 'experiential attributes' (Schmitt, 1999). Specifically, experiential attributes consist of non-verbal stimuli that include sensory cues such as colors (