Joško Brakus, J.; Schmitt, Bernd H.; Zhang, Shi - In: Journal of Business Research 67 (2014) 11, pp. 2291-2298
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.,...