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Sensorimotor experiences in servicescapes predict attitude formation through memory dynamics: A longitudinal study
Author(s) -
Reitsamer Bernd F.,
Streicher Mathias C.,
Teichmann Karin
Publication year - 2020
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21314
Subject(s) - psychology , extant taxon , dynamics (music) , consumer behaviour , service (business) , cognition , longitudinal study , cognitive psychology , social psychology , marketing , business , pedagogy , evolutionary biology , neuroscience , biology , statistics , mathematics
In a longitudinal study design with three waves, we show that strong sensorimotor associations of past service experiences positively influence consumers' attitude formation during postconsumption stages by (a) leading to more postconsumptive memories, specifically if (b) the initial experience has been perceived as moderately positive. Our study complements extant research on sensory marketing, consumer retrospection, and cognitive reinforcement by introducing memory frequency as an important mediator to explain time‐related antecedents of consumers' word‐of‐mouth. The results provide novel insights into the dynamics of attitude formation based on prior service experiences and help marketers to create long‐lasting customer relationships during postconsumption stages.