Less is more, until it isn'tfeature-richness in experiential purchasesWhen consumers make experiential purchases, they often have to decide between experiences that contain many or few features. Contrary to prior research demonstrating that consumers prefer feature-rich products before consumption but feature-poor products after consumption, the author reveals a reversal of this effect for experiences. Specifically, the author hypothesizes and finds that consumers prefer feature-poor experiences before consumption (a phenomenon denoted as `feature apprehension') but prefer feature-rich experiences after consumption. This feature apprehension occurs before consumption because consumers are concerned with the uncertainty associated with attaining a satisfying outcome from the experience. Manipulating the temporal distance with which consumers view the experience can attenuate this effect. Additionally, locus of control and social signaling moderate consumers' post-consumption preference for feature-rich experiences. The author proposes several recommendations for consumers and providers of experiences.autMiller, Chadwick JustinthsSamper, AdrianathsMandel, NaomidgcSinha, Rajiv KpblArizona State UniversityengPartial requirement for: Ph.D., Arizona State University, 2015Includes bibliographical references (p. 45-48)Field of study: Business administrationby Chadwick Justin Millerhttps://hdl.handle.net/2286/R.I.2972400Doctoral DissertationAcademic thesesv, 62 p. : ill. (some col.)114331639621630348191153460adminIn CopyrightAll Rights Reserved20152017-05-01T04:26:01TextMarketingpsychologyExperiencesfeature-richnessFeaturesConsumer BehaviorExperiencePurchasing