The Power of the Experience

Consumers Notice When You Over-Hype, Under-Deliver

People pay attention when they feel worse than they expected, reports a recent University of Georgia study. The research, which was published in the March issue of the Journal of Consumer Research, found that while people are keenly aware when an experience under-delivers, they are less likely to notice when a product is better than expected. According to analysis of the research, too much hype can hurt a company if consumers' expectations aren't met.
The study's authors contend that satisfaction, repeat-purchases, and positive word of mouth are more impactful than brand hype, which can prove detrimental. The authors also assert that companies can help themselves by encouraging consumers to pay attention when they do feel better than expected -- something consumers are not naturally inclined to do, but can be prompted into doing.

source WOMMA Editor on May 4, 2007