Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time

Gabriela N. Tonietto, Alixandra Barasch

Research output: Contribution to journalArticlepeer-review

11 Scopus citations

Abstract

Advances in technology, particularly smartphones, have unlocked new opportunities for consumers to generate content about experiences while they unfold (e.g., by texting, posting to social media, writing notes), and this behavior has become nearly ubiquitous. The present research examines the effects of generating content during ongoing experiences. Across nine studies, the authors show that generating content during an experience increases feelings of immersion and makes time feel like it is passing more quickly, which in turn enhances enjoyment of the experience. The authors investigate these effects across a broad array of experiences both inside and outside the lab that vary in duration from a few minutes to several hours, including positive and negative videos and real-life holiday celebrations. They conclude with several studies testing marketing interventions that increase content creation and find that consumers who are incentivized or motivated by social norms to generate content reap the same experiential benefits as those who create content organically. These findings illustrate how leveraging content creation to improve experiences can mutually benefit marketers and consumers.

Original languageEnglish (US)
Pages (from-to)83-100
Number of pages18
JournalJournal of Marketing
Volume85
Issue number6
DOIs
StatePublished - Nov 2021

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

Keywords

  • consumer-generated content
  • enjoyment
  • experiences
  • immersion
  • incentives
  • norms
  • time perception

Fingerprint

Dive into the research topics of 'Generating Content Increases Enjoyment by Immersing Consumers and Accelerating Perceived Time'. Together they form a unique fingerprint.

Cite this