Abstract
Interest in the application of phygital marketing to retail commerce has increased in recent years. Implicit in this excitement is the notion that physical experiences provide unique value above and beyond what can be offered via digital means, and therefore that combining the two can galvanize sales. However, the specific sources of this marketing potential remain undertheorized and the factors determining the appropriateness of such implementations remain unclear. Based on an extensive review of relevant literatures, we begin by considering a particularly important potential source of phygital marketing’s power. Specifically, we bring together findings from consumer psychology and neuroscience to provide a mechanistic account explaining how the combination of reduced “pain of payment”, facilitated by digital purchasing technologies, and the product attachment generated by real or simulated product experiences prior to purchase holds the potential to increase sales. We then propose a more general theoretical framework grounded on a review of primary and secondary research findings from consumer psychology and consumer neuroscience to explain the potential power of phygital marketing experiences, account for their unique value, and provide a platform for future research. The paper equips both academics and practitioners with a better and more scientific understanding of the practical dimensions of phygital commerce and lays a foundation for future enquiry.
Highlights
Interest in the application of phygital marketing to retail commerce has increased in recent years
Implicit in the excitement about phygital marketing is that physical experiences provide unique value above and beyond what can be offered via digital means
We develop a theoretical framework to help explain the potential power of phygital marketing experiences, accounting for their unique value
Summary
The concept of “phygital” consumption experiences is relatively new, reflecting the novelty of the emerging digital technologies that empower them [1,2]. We review relevant theoretical models and research findings in consumer psychology and consumer neuroscience with direct application to these issues Grounded by this literature, we develop a theoretical framework to help explain the potential power of phygital marketing experiences, accounting for their unique value. We review work on the psychology and neuroscience of consumer behavior at the point of purchase, drawing on extensive findings in these literatures to explain why reintroducing physical product experiences to the digital retail environment contributes to increased product attachment Drawing on these insights, we argue that, when combined with the decreased “pain of paying” native to digital purchasing, these effects are among the leading factors that contribute to phygital marketing’s unique power. We synthesize the key insights from this review to propose a more general framework describing the elements included within “gain” and “cost” calculations contributing to retail consumer decision-making at the point of purchase
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