Short answer
Designers and marketers must ensure that the effort consumers perceive they need to exert to find information is minimized, especially when leveraging experiential strategies in the luxury sector.
- Field
- Innovation & Markets
- Source
- Science Journal of Business and Management (2015)
- Method
- Quantitative research
- Sample
- 379 participants
- Evidence
- Strong effect
In the luxury market, simplifying the process of gathering information about a product or service significantly enhances the effectiveness of experiential marketing in driving purchase intentions. This innovation & markets research insight is drawn from a 2015 study published in Science Journal of Business and Management. Using Quantitative research with 379 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers must ensure that the effort consumers perceive they need to exert to find information is minimized, especially when leveraging experiential strategies in the luxury sector.
Reducing Perceived Information Search Costs Amplifies Experiential Marketing's Impact on Luxury Purchase Intent
In the luxury market, simplifying the process of gathering information about a product or service significantly enhances the effectiveness of experiential marketing in driving purchase intentions.
Science Journal of Business and Management · 2015
Key Findings
- 01Sensory and feel experiential marketing positively influence consumer trust.
- 02Sensory and feel experiential marketing positively influence consumer self-esteem.
- 03Information search cost fully mediates the relationship between consumer trust and behavioral intention.
- 04Information search cost partially mediates the relationship between consumer self-esteem and behavioral intention.
Application
Design takeaway
Designers and marketers must ensure that the effort consumers perceive they need to exert to find information is minimized, especially when leveraging experiential strategies in the luxury sector.
How to apply
When developing marketing campaigns for luxury products, actively design the information discovery process to be as effortless and intuitive as possible. This could involve clear calls to action, easily navigable websites, and readily available, concise product details.
Project actions
- 01When researching consumer behavior, consider the 'effort' factor in information gathering.
- 02If your design project involves a marketing component, think about how users will find information about your product.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust theoretical framework (Schmitt's experiential marketing).
- +Employs a quantitative approach with a substantial sample size.
Limitations
The study's sample size and specific context (luxury market) might limit its universal applicability. The definition of 'information search cost' could be subjective.
Reliability & validity
The study's reliability would depend on the consistency of its measures and the statistical significance of its findings. Validity would be assessed by how well the model accurately reflects the complex interplay between experiential marketing, information search, and purchase intention in the luxury sector.
Think critically
To what extent does the 'luxury' aspect of the market amplify the importance of low information search costs, and how might this dynamic shift in markets with different price points or product complexities?
Design Principles
"Minimize perceived information search cost to maximize the impact of experiential marketing on purchase intent."
Understanding how consumers make decisions in the luxury sector is crucial for brands aiming to increase market share. This research highlights that while engaging sensory and emotional experiences build trust and self-esteem, the perceived effort required to find information acts as a critical bottleneck that can undermine these positive effects.
What This Means for Your Design
If you want people to buy expensive things after a cool experience, make it super easy for them to find out more about it. If it's hard to get information, they might not buy it, even if they liked the experience.
How to use in your project
- 1.Reference this study when discussing how user experience in information discovery impacts purchase decisions, particularly in competitive or high-value markets.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that in the luxury market, the perceived cost of information search significantly mediates the impact of experiential marketing on purchase intentions. While engaging sensory and emotional experiences can build consumer trust and self-esteem, a high perceived effort in finding product information can undermine these positive effects, leading to reduced behavioral intention. Therefore, for effective market penetration, design strategies must not only focus on creating compelling experiences but also on ensuring that product information is readily accessible and easy to comprehend.
Source
Science Journal of Business and Management
Experiential Marketing Leading to Behavioural Intention - Testing the Mediation Effects of Information Search Cost
journal · 2015
View sourceQuestions About This Research
- What does the research say about reducing perceived information search costs amplifies experiential marketing's impact on luxury purchase intent?
- Designers and marketers must ensure that the effort consumers perceive they need to exert to find information is minimized, especially when leveraging experiential strategies in the luxury sector. Evidence: Science Journal of Business and Management (2015).
- Why does "Reducing Perceived Information Search Costs Amplifies Experiential Marketing's Impact on Luxury Purchase Intent" matter for design?
- Understanding how consumers make decisions in the luxury sector is crucial for brands aiming to increase market share. This research highlights that while engaging sensory and emotional experiences build trust and self-esteem, the perceived effort required to find information acts as a critical bottleneck that can undermine these positive effects.
- How can designers apply this research?
- Designers and marketers must ensure that the effort consumers perceive they need to exert to find information is minimized, especially when leveraging experiential strategies in the luxury sector.
- What were the main findings?
- Sensory and feel experiential marketing positively influence consumer trust.. Sensory and feel experiential marketing positively influence consumer self-esteem.. Information search cost fully mediates the relationship between consumer trust and behavioral intention.. Information search cost partially mediates the relationship between consumer self-esteem and behavioral intention.
- What research method was used?
- Quantitative research with 379 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2015 journal from Science Journal of Business and Management.
- What should I do differently in my next project?
- When developing marketing campaigns for luxury products, actively design the information discovery process to be as effortless and intuitive as possible. This could involve clear calls to action, easily navigable websites, and readily available, concise product details.
- What are the limitations?
- The study focuses on the luxury market, and findings may not generalize to other market segments. The specific types of sensory and feel experiences were not detailed, potentially limiting the granularity of application.