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How limited consumption experiences affect word of mouth

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Abstract

Providing consumers the opportunity to experience a product on a limited basis is a marketing technique increasingly deployed through distributing trial-sized goods in subscription boxes or by limiting access to intangible offerings like streaming services and apps. Consumers write reviews after limited consumption experiences, and are enticed by brands to do so. The present research shows that limited consumption experiences motivate consumers to spread positive word of mouth, because the sense of closure provided by a limited consumption experience causes consumers to feel more certain of their attitudes.

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Notes

  1. Accordingly, the limited consumption experiences investigated in the present research are those for which all product features are accessible, not those that provide access only to certain features or attributes, as is the case for some intangible products that provide trial periods. Limited consumption experiences that do not allow consumers to access the full range of features might yield lower perceptions of consumption closure.

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Authors and Affiliations

  1. Williamson College of Business Administration, Youngstown State University, One University Plaza, Youngstown, OH, 44555, USA

    Christina Saenger

  2. College of Business & Economics, Towson University, 8000 York Road, Towson, MD, 21252, USA

    Veronica L. Thomas

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  1. Christina Saenger
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  2. Veronica L. Thomas
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Correspondence to Christina Saenger.

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Saenger, C., Thomas, V.L. How limited consumption experiences affect word of mouth. Mark Lett 32, 149–163 (2021). https://doi.org/10.1007/s11002-021-09561-z

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