"When we come across a product unexpectedly, do we enjoy it more than if we expected to see it? Does it seem "meant to be"? That is, do serendipitous experiences with products enhance our attitudes towards them? Across six studies, researchers Aekyoung Kim and Donnel Briley of The University of Sydney examined the consumer psychology of happenstance."
"Consistent with the researchers' hypothesis, participants took home significantly more postcards in the cafeteria, suggesting a positive role for happenstance: When the product is less expected, there was a higher product evaluation."
"Sometimes, these random events are easily dismissible as mere coincidences. But other times, it feels meant to be. Now, the event doesn't seem so random at all. Instead, the event assumes a greater significance."
Research demonstrates that serendipitous product encounters significantly enhance consumer attitudes and behavior compared to expected encounters. When consumers unexpectedly discover products in contexts where they don't anticipate them, they assign greater meaning and significance to these chance meetings, perceiving them as "meant to be." This phenomenon stems from humans' natural tendency to seek meaning in random events. Across multiple studies, researchers found that participants showed stronger product preferences and higher purchase intent when encountering products unexpectedly. Marketers have recognized this psychological principle and strategically leverage surprise contexts and serendipitous experiences to build deeper emotional connections between consumers and brands, ultimately strengthening brand loyalty and attachment.
#consumer-psychology #serendipity-and-product-evaluation #marketing-strategy #unexpected-encounters #brand-attachment
Read at Psychology Today
Unable to calculate read time
Collection
[
|
...
]