The Effect of Counter-Experiential Marketing Communication on Satisfaction and Repurchase Intention

Abstract

Counter-experiential marketing communication refers to a marketing message that runs contrary to what a customer has actually experienced through product or service use. The impact of counter-experiential communications on consumers, as measured by levels of customer satisfaction and repurchase intention, is analyzed through an empirical study. It is demonstrated that after a negative experience, a positive message about the product leads to lower levels of satisfaction and repurchase intention as compared to when that negative experience is followed by a more neutral message. Recommendations are offered to best prevent the detrimental effects of de facto counter-experiential advertising in the face of negative consumption experiences. Direction for future research in this area is provided.