The Effects of Framing Products as Experiences on the Creation and Use of Consumer Reviews

There are two recent developments in marketing and consumer behavior that may initially seem separate but are related and can influence one another. First, companies and brands are increasingly selling products as experiences, focusing not on specific functionalities of the good but on how it feels physically and emotionally to use (LaSalle and Britton 2003; Newman 2012; Schmitt 2011). Second, thanks to social media and internet-enabled personal devices, consumers are increasingly generating and relying on consumer-created product information (Bughin, Doogan, and Vetvik 2010; Cisco 2012). This research analyzes the interaction of these two developments in the marketplace. When a product is positioned as an experience, how does this influence the way consumers respond? We specifically study the use of product information from various sources including reviews and recommendations from other consumers and also the likelihood of providing product information in the form of a review.