How limited consumption experiences affect word of mouth

Abstract

Providing consumers the opportunity to experience a product on a limited basis is a marketing technique increasingly deployed through distributing trial-sized goods in subscription boxes or by limiting access to intangible offerings like streaming services and apps. Consumers write reviews after limited consumption experiences, and are enticed by brands to do so. The present research shows that limited consumption experiences motivate consumers to spread positive word of mouth, because the sense of closure provided by a limited consumption experience causes consumers to feel more certain of their attitudes.