Is There a Substitute for Direct Experience? Comparing Consumers' Preferences after Direct and Indirect Product Experiences

We show that direct product experiences (e.g., product trials) and indirect product experiences (e.g., reading a product description) result in different levels of mental construal and product preferences. Study 1 demonstrates that increasing experiential contact with a product triggers more concrete mental construal and increases preferences for products that are easy to use relative to those that are more desirable but difficult to use. Studies 2 and 3 show that the effect of product experience can be attenuated by encouraging consumers to think concretely prior to product exposure and by asking consumers to choose products for others instead of themselves. Often, consumers rely on indirect experiences with products, such as reading product descriptions or seeing products on display, to make decisions about which products to purchase. For example, a consumer might look at displays at Best Buy or review product specifications online before purchasing a new mp3 player. Yet, the consumer’s longterm