In a world that is constantly changing, businesses are continuously competing for consumers’ attention. Managers use different marketing strategies and tactics in order to reach specific goals and improve company performance. Over the past years, the marketing landscape has changed rapidly, while the economy has been shifting from service economy to experience economy. This requires businesses to integrate experiences into their marketing activities and operations and employ strategies such as experiential marketing for their brands. Although experiential marketing became more popular over the years, limited research has been conducted on its influence on brand recall and brand image. Moreover, the potential impact of individual differences in consumer information processing styles on the effectiveness of experiential marketing on online platforms has not been explored to date. Considering the potential moderating influence that information processing modes may have on experiential marketing, the research question of this study has been formulated as such: To what extent does the effect of experiential marketing on brand recall and brand image for consumers with the experiential mode of information processing differ from those with predominantly rational mode? Using quantitative research method of a survey experiment, a 2x2 factorial posttest only experiment was conducted with a total of 158 participants that were randomly assigned to either experimental condition or control condition. Using the case of a French shoe brand named Heschung, two types of marketing materials were presented to subjects, namely an online, animated promotional story for the experimental condition and a text-based promotional brochure for the control condition. Brand recall and brand image were then measured with relevant scales, while participants’ information processing modes were also identified through an external quiz. Regression analyses and univariate analyses of variance were performed on reliable subscales. The results showed that experiential marketing had a positive effect on certain dimensions of brand recall and brand image, but not on all of them. Additionally, the moderating effect of information processing modes was found to be insignificant in this study. The conclusion was drawn that the main effect of experiential marketing on brand recall and brand image is applicable to all individuals regardless of their processing styles.

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Dr. Niels Vink
Media & Business
Erasmus School of History, Culture and Communication

Gozal Mammadzada. (2022, June 27). Thinking vs Feeling: Exploring the importance of information processing modes with regard to the effectiveness of experiential marketing. Media & Business. Retrieved from