Abstract
This research introduces the concept of mental time travel experience (MTTE) to the experiential marketing literature as a new type of experience that marketers can evoke to prompt consumers to mentally travel to a different time in one's personal past or forwards in time to one's personal future. Although research indicates that experiences are a cornerstone of building positive brand equity for firms, and that humans are rarely mentally in the present moment, there is a distinct gap regarding experiences that take place in consumers’ minds. We address this gap with the introduction and examination of MTTEs with two between-subjects studies with 1,879 participants. Results identify three factors important to the elicitation of MTTEs and mental time travel to the past as a key factor to influencing behavioral intentions. Finally, findings indicate that lower states of immersion have the propensity to strengthen mental time travel's effect on behavioral intentions.
Original language | English |
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Article number | 113886 |
Number of pages | 15 |
Journal | Journal of Business Research |
Volume | 164 |
Early online date | 10 May 2023 |
DOIs | |
Publication status | Published - 1 Sept 2023 |
Keywords
- Augmented reality
- Customer experience
- Experiential marketing
- Immersion
- MTTE
- Mental time travel