This study shows how experiential product attributes that are part of the design of new products can create compelling consumer experiences. Following processing-fluency theory, when consumers attend to experiential attributes (sensory or affective), they should process them fluently (i.e.,...

The universality of design perception and response is tested using data collected from 10 countries: Argentina, Australia, China, Germany, Great Britain, India, The Netherlands, Russia, Singapore, and the United States. A Bayesian, finite-mixture, structural equation model is developed that...

Consumers face an ever-growing amount of product choice and information. In particular, consumers unfamiliar with the product domain have difficulties to see differences in choice sets and to process information. In order to facilitate choice-making for novices buying simple, non-complex...